January 13th, 2009
Get Moving, there’s business to be had! Hunker down? Not if you are going to come out ahead. 2008 is going to be remembered for a great number of things, both good and bad. Some brands are marking 2008 on their tombstones. Read AP News article on the demise of some best known […]
August 2nd, 2009
…Until all that is left is what matters. The process of developing a brand requires patience and perseverance. It is a top->down, inside->out approach that often requires knocking down long standing dogma and rhetoric. When a brand is born, it is arises from an idea, a philosophy. Those ideals are imbued […]
August 11th, 2009
Brands communicate attributes that in and of themselves aren’t really unique or all that different…after all…What’s so unusual about having values or a training program? The differentiation is in the combination of characteristics, the ‘believability’ of the promotions and the sense that can be made of a story that relates […]
August 18th, 2009
Just Plain Backwards…. that is the only way to look at how most organizations understand brand. A brand is a guide, a way forward, the point man holding the torch, the organization following bravely on the path ahead. A Driven Brand has a forward looking vision and a destination to […]
August 22nd, 2009
WOW… When the world experiences big changes, there are two camps that emerge – those that see and use the change for good and those that take advantage. Those that take advantage damage their brand irretrievably, maybe not in the short term, but in due course, every dog has its […]
August 27th, 2009
Admit it…. you thought developing a strategic brand was crafting a mission statement, a logo and a tag line. 50 years ago that may have been all that was necessary. Today it is a complex task that touches and should be touched by all parts of your company. When we work with an […]
September 17th, 2009
One hot topic…. Brand. In the blogosphere, in magazines, newspapers, books. Turn around find another voice… brand, Brand, BRAND, Brand, BRAND! Trouble is, with all of these voices shouting about the importance of brand (it goes without saying, we believe it is uber critical), the truth of the message, the […]
September 30th, 2009
Emotions- we don’t believe that “emotion” can or should be woven into every brand story in the hopes of “snagging” more customers. We don’t believe that “emotions” should be, nor do we believe that they can be exploited at brand will. We don’t believe that an emotional connection to a brand will […]
January 12th, 2010
Brand is more than just “looking good”. An authentic brand requires doing good. Just putting a pink ribbon on your product doesn’t make you socially responsible. “Certified Organic,” “Carbon Neutral,” and “No Trans Fats” claims on your packaging won’t achieve it either. A brand isn’t socially responsible unless they are […]
March 17th, 2010
The philosophy and relevance behind brand development has proven to have utility across a wide and diverse range of interests. Brands distinguish organizations, churches, teams, industries, destinations, associations, events, museums, causes, institutions, politics, clusters, professions, movements, buildings, and the arts, one from another, when services offered don’t. It should come […]