February 21st, 2009
What is truly the purpose of business? Is it purely profits? Certainly that is the purpose of commerce, but commerce is only one part of a business’s existence. Businesses must start finding a means of participating in the full range of the environment in which they live. The concept of […]
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 […]
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 […]
April 19th, 2010
All children’s brands should be guided by an internalized dictum to “first, do no harm” that aligns organizational purpose, business strategy, brand management, and the optimal development of children. This sworn commitment requires a guiding philosophy that holds collective ability and judgment accountable, demands respect for scientific discovery, and vows […]
April 28th, 2010
I can’t tell if what I am seeing is a gross over simplification or just a lackluster attempt to ‘spin’ a brand, get on with the show or turn a buck. What I do know is that the inherent power of brand to tell a vibrant story, capture the essence of […]
November 8th, 2010
We appreciate that you operate in a complicated cultural reality – economic uncertainty, political divide, scarcity mentalities, and fear have collided in the health-care sector. The insured, underinsured, and uninsured are feeling anxious, concerned, entitled, angry, and threatened. We find it frustrating and shortsighted that the health-care “hysteria” is largely […]
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 […]
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” […]
April 29th, 2011
Why are condom and tampon brands so far behind the eco-friendly times? A cultural shift has happened and it’s made us all increasingly aware of our social and environmental impact. The 2009 Global Edelman goodpurpose* study found that “83% (of consumers are) willing to change consumption habits if it can […]
October 28th, 2011
“Never doubt that a small group of thoughtful, committed citizens can change the world… it’s the only thing that ever has.” Margaret Mead It took me 30 minutes this morning to buy wheat pita bread at the grocery store. Not because the lines were long or the aisles congested, but […]