February 20th, 2011
Garland Pollard, a writer, web editor and SEO consultant writes “Is there too much branding? He continues, “… must we all be so concerned with branding? Isn’t a good brand really the result of a moral, well-run company? Isn’t it better that hospitals focus on patients, and let the “branding” […]
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 […]
May 10th, 2011
Breakaway brand successes occur when brands with something to say begin speaking to audiences outside their close-knit school of thought. Far too often, brands spend their all their communications efforts on preaching to the choir. Over, and over, and over again. Remember our Outside Perspective blog? The disruptive technologies that […]
June 23rd, 2011
What exactly is a brand touchpoint? A brand touchpoint is anything, absolutely anything, that you do in the course of conducting business that gives a customer a reason to think more or less of you. Does your grocery store schlep food and goods? Or do you bring health and nutrition […]
July 10th, 2011
It has been surprising to realize just how many business leaders are struggling with the same question: “What’s the point?” The question, asked any number of ways, is usually followed by a long list of reasons and arguments for convincing the working masses to show up every day to do […]
August 25th, 2011
The hardest thing about Brand Development isn’t the time intensive research…. It isn’t being consistent yet flexible… innovative yet timeless. The hardest thing about Brand Development isn’t creativity, charisma, social media, new marketing, old ideologies, fierce competition, or even too many cooks in the kitchen (although that is a much […]
August 30th, 2011
Progressive hospitals keep it real. Investing in meaningful strategies that tap the passions of working cultures is the only way to deliver persuasive differentiators and drive preference in any industry. Especially hospitals, where the lifting is heavy, the work is long, and the high call is “personal”. Effective brand and patient […]
December 15th, 2011
Everything you need to know to get your brand new brand up and running… from writing your business plan to choosing your brand name, creating differentiators, identifying your customer….