Strategy

365: Why Do I Need a Brand?

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 […]

Read More
365: Do You Have a Favorite Brand Book?

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” […]

Read More
365: Is Our Mission Our Brand Promise?

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 […]

Read More
365: How Important are “Core Values”?

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 […]

Read More
365: Do Charitable Actions Build Brand Equity?

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 […]

Read More
365: Redux – Do Charitable Actions Build Brand Equity?

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 […]

Read More
365: What’s the point?

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 […]

Read More
365:How Much Branding is Necessary?

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” […]

Read More
365: How do you sync brand and brand experience?

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 […]

Read More
365: Do you ever get over whelmed by finding ways or trying to be inventive and original?

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 […]

Read More