August 2nd, 2009
…Until all that is left is what matters. The process of developing a brand requires patience and perseverance. It is a top->down, inside->out approach that often requires knocking down long standing dogma and rhetoric. When a brand is born, it is arises from an idea, a philosophy. Those ideals are imbued […]
August 11th, 2009
Brands communicate attributes that in and of themselves aren’t really unique or all that different…after all…What’s so unusual about having values or a training program? The differentiation is in the combination of characteristics, the ‘believability’ of the promotions and the sense that can be made of a story that relates […]
August 18th, 2009
Just Plain Backwards…. that is the only way to look at how most organizations understand brand. A brand is a guide, a way forward, the point man holding the torch, the organization following bravely on the path ahead. A Driven Brand has a forward looking vision and a destination to […]
August 22nd, 2009
WOW… When the world experiences big changes, there are two camps that emerge – those that see and use the change for good and those that take advantage. Those that take advantage damage their brand irretrievably, maybe not in the short term, but in due course, every dog has its […]
August 27th, 2009
Admit it…. you thought developing a strategic brand was crafting a mission statement, a logo and a tag line. 50 years ago that may have been all that was necessary. Today it is a complex task that touches and should be touched by all parts of your company. When we work with an […]