January 6th, 2011
We have a timid (and slightly out of touch) leadership which produces a lame brand. I can’t get money allocated for research or outside brand support because everyone holding the purse strings is afraid of the findings (change). Any suggestions (other than a career change)? One iconic brand provides all […]
January 7th, 2011
How do we create a company with the iconic brand recognition of Kleenex and Band-Aid? Innovate a simple, yet disruptive product/service for which there is no alternative that cannot be easily replicated that meets the needs of an inordinately large market, globally. *This question takes the prize; having been asked […]
January 8th, 2011
Why do I need a brand? When I first read this question on January 3, 2011 my instinctive response was more haughty than informative. Why do we need a sense of purpose? Why do we need a personality? Why do we need reputations, character, values, and credibility? A sense of […]
January 9th, 2011
Do you have a favorite brand book? No, to paraphrase a famous tag line, “No one can read just one”. With that in mind here’s a short list of a few of our collective favorites: It must be said that Marty Neumeier, Director of Transformation at Liquid Agency is “king” […]
January 10th, 2011
Do you think the Tiger Woods brand is dead? I think Tiger Woods is very much alive. I suspect that he is broken. I believe that brands humanize business. Applied to individuals, brand has quite the opposite effect; reducing a sports hero to endorsements and sponsorship. Brands remind us that […]
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 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 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 […]
January 28th, 2011
“If the writing is honest it cannot be separated from the man who wrote it.” Tennessee Williams The hardest part of crafting an authentic brand narrative is excavating who you really are, what you really do, and why you really matter. It’s easy rattle off a check-list of standard, homogenized, […]