Archives for “Branding”

PRSA Georgia Conference Presentation: The Personal Brand Era

Last week in Atlanta I had the privilege of speaking to the Public Relations Society of America (PRSA) Georgia’s Annual Conference. My topic was The Personal Brand Era. As Gary Vaynerchuk puts it, “we’re going through a gold rush of branding.  If you get talked about enough in all these social webs/blogs, you can build [...]


Chron Post: The Personal Brand Era Cometh

The Personal Brand Era Cometh In August of 2007 Tom Peters wrote in an article titled The Brand Called You in FastCompany magazine: It’s time for me — and you — to take a lesson from the big brands, a lesson that’s true for anyone who’s interested in what it takes to stand out and [...]


It is a common mantra in marketing that our brands live in the mind of the consumer. A recent television commercial for a major software brand quotes the Chief Marketing Officer of a major beverage brand saying “Our brands are owned by the consumers who love them.” Or as the Social Customer blog quotes: You [...]


Reading Gwen’s post Leave it at the Alter about personal brands got me thinking. Perhaps our online personal brands are really pseudonyms for the Umbrella Corporation? A protective wrapper than includes a “a highly-trained security force capable of rescue, reconnaissance, and para-military operations” division. And one sub-corp that makes band aids for the kids when [...]


Technically I specialize in online marketing. Hence the name of our firm is Schipul – The Web Marketing Company. So it is funny that I am just now (finally?) updating my blog away from www.brandtobedetermined.com to eschipul.com to be consistent with my current personal brand. It is funny, but it is not without precedent. I [...]




The shortest answer I have ever given someone when they asked me “what should I name our company“. My answer on coming up with a good brand name for your company: Brand name should be two to four syllables. Hint at but don’t directly say what the product is. Be unique so it stays in [...]



End of the line for “Cocaine” Energy Drink


Mantra and Jennifer Rice on Branding


Primal Branding – Build-a-Brand Formula is Real


Kelsey Ruger on Personal Branding


PB Hats in Fort Worth Texas – Now THAT is a Story!


Global Teen Culture Trends – Wired, Worldview, Global, Branded


Economics DO Matter for your Brand – Learning from GM



City Slogans Redux


Brands are tricky things.  And Blue Ocean Strategy is about not going head to head with your competitors but rather about finding a blue ocean that creates NEW demand.  New territory.  It would be like dragging Edward Bernays along on the Lewis & Clark expedition and watching the fireworks fly. My first point is the [...]


Maglite goes LED and I am OK with that Branding Shift


ICANN considering single letter domain names



Repurposing old stuff – what will this do to your brand?


Houston – The Energy Capital of the World