There is a holy grail in the workplace, but like the one in the popular book and movie “The Di Vinci Code,” it’s not exactly what you’d expect. In any company, the products and the location are important.

So, too, are the branding strategies, packaging and pricing — but in the end, it’s the employees who make the difference. That’s why it’s so important that you motivate them to move mountains.

There are lots of examples of great companies and their highly motivated employees: Apple, Disney, Starbucks, Southwest Airlines, Coca Cola, Zappos and Wynn Resorts are a few that come to mind.

It’s been more than half a century since Philip Kotler first published his principles of marketing, which has defined the practice of millions of professionals worldwide ever since.  It’s no stretch to say that before Kotler, there was no marketing profession.

What made Kotler different than what came before is that he took insights from other fields, such as economics, social science and analytics and applied them to the marketing arena.  Although it seems basic now, it was groundbreaking then.

Do you want to drink a venti double mocha skinny chai latte? Do you even know what that is? I don’t. We found in a customer survey that 70% of shoppers were also confused by the choices (and their obscure names) on store’s café menu.

Resisting the urge to add customer choice allows shoppers to enjoy more time savouring their coffee and less time “playing coffee Cluedo”. While there may be some customers who want the complicated drink names, (it’s not that important to them) the majority would prefer simplicity.

A recent research shows that less choice more often than not leads to a lower effort service experience. When customers are faced with outcomes for a service experience, 84% chose something other than choice, a low-effort experience.

Brand names, logos, and slogans are integral parts of any company’s marketing message. All have the same aim: to make consumers react positively to a product or a business. Our research shows, however, that many slogans backfire—for example, causing consumers to spend money when they’re told they can save, or vice versa.

In five studies of several hundred undergraduates each, in which computers were used to simulate shopping behaviour, we found that consumers typically follow the prompt of a brand name or a logo.

In today’s image-conscious society, everything is judged first by how it looks. Rebranding has become the «cure du jour» for everything from sluggish sales to increased competition and outdated products. So how well do these makeovers work?

It depends. There are times when rebranding is crucial, and times when it’s nothing short of perilous. Remember, branding should be a reflection of your company, not just a projection of what you want it to be. You must ensure that the customer experience equals the expectation, or no amount of image revamping will work, at least in the long run. Before you rebrand, there really does need to be something different about your business, product or service; unless, of course, your image never accurately reflected your company to begin with.