September 9th, 2010
We were recently at a sponsored event that was hosted by a world renowned art museum and showcased the talents of several remarkably gifted musicians. One sponsor, clearly still living in the land of magical thinking, elected to give away an ordinary solid-color t-shirt emblazoned with nothing but their logo […]
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 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 […]
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 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, […]
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 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 […]
March 9th, 2011
We can’t seem to get a handle on just who our customer is to create a customer profile. We aren’t sure how to determine who our customer is without revealing that we don’t have a clue. Does it matter if sales are consistent? One of my favorite magazines, UTNE Reader […]
March 10th, 2011
We are taking an industrial product to new, broader markets. Should we be concerned with losing the confidence of our existing and loyal markets? It is critical that you first understand the markets that support the product lines now to wisely interpret the direction, synergy, and prospective untapped markets moving […]