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Blog Posts by Tracy Lloyd


Why a Startup Should Invest in the Brand Quickly

Why a Startup Should Invest in the Brand Quickly

Why we believe founders need to rethink their investment in their startup brand There’s the startup rush. That undeniable startup rush. That adrenaline flow that starts the moment you have an idea worth sharing. An idea that you’re willing to ask perfect strangers to fund. It’s a rush when someone says yes, and another rush when that first check shows up. The one that rents the homely first office and gets you going. After that it gets harder. The technology component of the idea might be easy for you. After all, it’s what you were trained to do. But...
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Liberate Your Leader

Liberate Your Leader

In the movies, we always cheer for the regular Jane or Joe who looks Big Bad Leader in the eye and tells it like it is, rather than how Big Bad Leader likes it. Then, of course, Jane or Joe is exiled to the ends of the earth as punishment . This is known as “killing the messenger.” History says that angry rulers sometimes killed messengers who brought bad news because they could not separate the news from the person who brought it. Obviously these rulers were bonkers, but the concept of “killing the messenger” never went away. The...
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How Great Leaders Accelerate Innovation Through Meaning

How Great Leaders Accelerate Innovation Through Meaning

Why the need to accelerate innovation? “No company in the future will be in a position to succeed if it squanders the imagination of its employees.” Professor Gary Hamel, co-founder of the Management Innovation eXchange (MIX) and the M-Prize: Innovating Innovation Challenge. Hamel says innovation is one of the most important and difficult challenges facing business around the world. At the same time, innovation is a vital capability for companies because it is the: > only insurance against irrelevance > only antidote to margin-crunching competition > only way you can out-perform a dismal economy > only way to build...
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Marketing vs. Brand? Do You Know the Difference?

Marketing vs. Brand? Do You Know the Difference?

Marketing vs. Brand People are sometimes confused about the difference between marketing vs. brand strategy. This is not surprising, because they are not mutually exclusive ideas. They are interdependent strategic activities that feed, inform, and drive each other. The important distinction to make is in the intent and desired outcome of each area. Brand Brand defines how people should ideally feel about your business and products. It strives to find how to optimize belief in what you do offer and what you stand for in the world. It is an abstract idea held in the hearts and minds of...
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Brand Campaign: Emotional vs. Emotive Brands – What’s the Difference?

Brand Campaign: Emotional vs. Emotive Brands – What’s the Difference?

The Power of an Emotional Brand Campaign Have you seen a brand campaign lately that made you laugh? Cry? Smile? There are a lot of campaigns out there that pull at people’s heartstrings. And often the most shared campaigns are the ones that rely heavily on emotional content. As a result, a lot of brands today are hyper-focused on creating emotional advertisements. People rely quite heavily on emotions to make decisions. Anyone in branding today knows this, but just because your brand produces one emotional campaign, doesn’t mean it’s positioned for long-term success. Today, to really connect meaningfully with people,...
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