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Blog Posts by Paige Lansing Valle


Why Business Leaders Must Address the Big Picture

Why Business Leaders Must Address the Big Picture

Business Leaders, Caught in the Small Picture It’s easy for business leaders to get caught up in the details of everyday business, assuming the role of micromanager, not leader. And because leaders may not be focusing on big-picture questions surrounding the vision, mission, and value of their business and brand, many leaders end up feeling stuck—trying to figure out how to implement strategies without any real framework to guide these decisions. As a result, employees and middle managers can often suffer. Too often, big-picture questions are dismissed as important, but not necessarily...
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What Is Brand Generosity Anyway?

What Is Brand Generosity Anyway?

Why so generous? Brand generosity is in. As consumers become increasingly connected to social media and exposed to marketing ploys and tricks, suspicions rise about the authenticity of brands. Many consumers are looking for a genuine social commitment from the brands they engage with. As a result, building a bond with the people that matter to your business is more important now than ever before. People are looking for brands that give more than what’s expected. They want to feel good about the brands they are buying into, and how those brands are giving back to the world at large. What is...
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Naming a New Brand Category is Harder Than it Looks

Naming a New Brand Category is Harder Than it Looks

Failed category labels are laughable. Before there were snowboards, there was snurfers. PDA phones preempted smartphones. Charga-plates rolled out before credit cards took their place. It seems obvious now why each current category name is so much stronger than its predecessor. But missing the mark with category naming is a mistake that’s easy to make. In our last post about how to define a new category, we left off with what is most commonly considered the fun part of strategy: naming. If you’ve gotten this far, you’ve identified that your existing category isn’t serving your brand’s needs....
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Nostalgic Brands are Capturing Hearts and Minds

Nostalgic Brands are Capturing Hearts and Minds

A Nostalgic Age As technologies continue to innovate and find new modes of connection, businesses need to move faster than the speed of light. But while moving forward is key to business success, many brands are looking backwards…and with success. Nostalgia is, no doubt, in. Bath & Body Works just announced the reintroduction of the old scents of the ’90s. The Sacramento Kings have embraced nostalgia with a new logo. Urban Outfitter’s is full of Polaroids, records, and retro cassette players. TV networks are bringing back ’90s favorites like Boy Meets World and...
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What Media Means to Brands in the Digital Age

What Media Means to Brands in the Digital Age

Blurred Lines in Media If anything is for sure, the role of media is in constant flux. Consider what it meant to people before the entrance of social media, or even pre-Internet. In so many ways, user-generated content and social platforms have altered the meaning of media as we know it. And because of the endless messages, mediums, and messengers, it means different things to different people – as well as different things to different brands today. The lines between content and advertising are unclear. And media no longer has to be professionally produced to go viral. News outlets are only...
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