hsieh’s law

I coined the title Hsieh’s Law – to refer to the importance that Zappo’s founder Tony Hsieh placed on culture. Zappo’s was sold to Amazon in 2009 for US$1.2 billion. It was at that time and remains the worlds largest (online) shoe store.The competitive advantage of Zappo’s and the key to its success was culture. According…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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