March 5th, 2011
We have a brand experience process; but we have a very different brand experience. How do we sync what we want done with what is done to deliver the promised and hoped for brand experience? Executing a brand is a strategy. Brand strategies may be “believed” by contributors but they […]
March 7th, 2011
The goal of branded communications is to say something real: to identify what differentiates and distinguishes your brand in a crowded marketplace, to communicate your relevance, and to address the issues that matter to your customers. The most effective brand messages do more than just catch people’s attention, they help […]
March 9th, 2011
We can’t seem to get a handle on just who our customer is to create a customer profile. We aren’t sure how to determine who our customer is without revealing that we don’t have a clue. Does it matter if sales are consistent? One of my favorite magazines, UTNE Reader […]
March 10th, 2011
We are taking an industrial product to new, broader markets. Should we be concerned with losing the confidence of our existing and loyal markets? It is critical that you first understand the markets that support the product lines now to wisely interpret the direction, synergy, and prospective untapped markets moving […]
March 11th, 2011
Does every company have to have a brand position? Every brand has a position; whether it is by design, managed or not. A positioning statement is an “onliness statement” that captures the “something” that the brand or product owns informing all communication strategies and related content. How a brand is […]
March 12th, 2011
I have partners. I have very smart partners that are not very creative. For being very smart they don’t seem to mind that we have a tagline that is not smart or creative. I think that they (we) are concerned that we won’t know the difference between a good tag […]
March 14th, 2011
Is there a brand book for start-ups? Probably. But it would likely be a mistake to read a brand book while you are working to bring a new endeavor to life. The best book to read if you are launching a start-up is Guy Kawasaki’s The Art of the Start; […]
March 17th, 2011
What are your favorite taglines? Least favorite? My favorite is “Live Free or Die”, the official motto of the U.S. state of New Hampshire, adopted in 1945. I like “Don’t just watch TV; Direct TV” I loved the Salvation Army’s Red Kettle Christmas Campaign in 2010: “When you put money […]
March 26th, 2011
I called your firm for an estimate for a brochure. I spoke with your communication strategist, forwarded marketing and communication materials, liked you on Facebook, and looked forward to a proposal. BlackDog declined the opportunity. I thought that you didn’t have time to write a proposal. I offered to forgo […]
March 30th, 2011
There are so many companies with so many brands that it is hard to believe there is much “new” out there. Do you ever get over whelmed by finding ways or trying to be inventive and original? Finding ways to help relevant, authentic brands tell a unique story is rarely […]