January 11th, 2011
We have a mission. Isn’t that our brand promise? A mission is the tactical and operational effort required to fulfill the brand promise. Furthermore…if you faithfully fulfilled your mission (and brand promise) everyday for 100 years you would realize your vision…if your mission, vision, and brand promise are holistically aligned […]
January 12th, 2011
How do you feel about a company’s “core values”? I went to a conference 1/11/11 and the speakers talked about establishing 3 or 4 “core values” for your company/brand that will never change. They say this is the guiding post for everything they do as a company. I would love […]
January 13th, 2011
Do you believe in brand loyalty? Yes, but not love at first site. I also believe that brand loyalty gets credit that it doesn’t deserve. There are people that are 1.) loyal, then there are people that are 2.) so busy that they are operating on autopilot, and finally there […]
January 14th, 2011
What are some of BlackDog’s favorite brands? We are a motley crew of conscientious critics with diverse tastes…here are a few that rolled off the tongues quickly: TED James Bond Porsche Knoll Hennes & Mauritz (H&M) Santa Cruz Bicycles lululemon athletic Aveda Working Assets Patagonia
January 15th, 2011
How can a business build brand equity around a charitable activity without appearing to be “doing it just for the publicity”? If the purpose of a business’ charitable activities is just to build brand equity, they are “doing it just for the publicity.” It’s not a publicity stunt if a […]
January 16th, 2011
How can a business build brand equity around a charitable activity without appearing to be “doing it just for the publicity”? Another thought on an otherwise answered question: The Medinge Group recognizes “Brands with a Conscience” annually. The self-described think tank nominates organizations that demonstrate a genuine “contribution to the […]
January 17th, 2011
What’s the point? We have found that outrageous talent united around a common focus, shared values, and a philosophical sense of purpose, engaged in meaningful work, that exercises the core competencies and enthuses the synergy of the working community of people, managed by commitment with enough resources to accomplish their […]
January 18th, 2011
What makes the BlackDog book list…what magazines do you subscribe to, read, or recommend? Rotman Good FastCompany Monocle Communication Arts Wired Orion Magazine Print Magazine Utne Reader Eye Magazine The New Yorker The Atlantic Monthly Rolling Stone Best Life (defunct) Wallpaper Magazine Economist Foreign Affairs Travel & Leisure Smithsonian More […]
January 18th, 2011
What have you been wanting to brand but haven’t gotten a chance to yet? A Public School (likely our next pro bono project). Every kid should know why they “attend” this place, what matters around here (authentically), what it means to belong “here”, what “we” collectively stand for, are made […]
January 19th, 2011
When you work with clients do you include in a proposal ongoing “marketing support” or is it more projects based? Every company and project is different. Some Requests for Proposal (RFPs) request, and other contracts bind, a firm for ongoing marketing support for as long as 3 years. Some projects […]