Topics

Brand Strategy


Creating an “On-Brand” Community for Developers

Creating an “On-Brand” Community for Developers

The Value of an Online Community Building an online community is a great way for companies to encourage deeper relationships with customers, enthusiasts, and most especially – developers. Technology companies are particularly adept at leveraging active participation, good will, and sheer word-of-mouth power of the cloud crowd. Many sponsor technical communities for developers like teaching, customer support, and newbie coaching. People flock to well-structured, well-run forums for advice, problem-solving, and to share their work and ideas. Some communities spring up of their own accord, sparked by a lone enthusiast trying to solve a problem who attracts people with similar...
Read more >

Creating a New Brand Category to Address Growth

Creating a New Brand Category to Address Growth

Brand Category As A Frame Of Reference A brand’s frame of reference is the foundation of its positioning. It will determine the points of parity the brand has to meet in order to be considered a legitimate player, and highlight opportunities to differentiate. As such, your brand needs to fit into the framework of a brand category that people understand and relate to in order to really ‘get’ your brand. As UC Berkeley Professor George Lakoff explains, a frame of reference is absolutely essential, get it wrong and your difference may be ignored: “Framing provides a mental structure that shapes...
Read more >

Discourse Analysis: A Powerful Tool That Ensures Your Strategy’s Success

Discourse Analysis: A Powerful Tool That Ensures Your Strategy’s Success

Missing a Piece of the Picture A powerful brand strategy that drives business forward requires more than an understanding of what customers say motivates them to engage with your brand or your competitors. It requires understanding the larger cultural forces at play that shape those same motivations and comparisons. That’s where discourse analysis enters the conversation. For example, in our work with a major cyber security company, analyzing the discourses at play revealed shifts in the larger security conversations happening in our culture. We discovered we were moving from conversations of protection and attention, to those of proactive prevention and...
Read more >

How to Hire the Right Branding Agency

How to Hire the Right Branding Agency

The business case for hiring a branding agency In all the years of working with tech companies, we have heard the same story time and time again about the trials and tribulations of VPs and marketing executives trying to secure a budget to invest in hiring a branding agency with limited success. On top of that, how to hire the right agency can be just as confusing. We hear about them making strong and compelling business cases to invest in the brand to leadership teams and hitting a wall. It happens at every budget cycle, management meeting, and discussion around...
Read more >

The Value of Investing in Your Corporate Narrative During Transition

The Value of Investing in Your Corporate Narrative During Transition

Transformations and Transitions Competitive pressures on businesses today are stronger than ever. And as a result, many companies are taking new directions, which are leaving CEOs to reevaluate their position, redirect employees, and build new identities and strategies that are going to fuel business forward amidst important transitions and transformations. As many businesses today shift and flex to changing market demands, it’s easy for a large transformation or transitional period to leave critical audiences and stakeholders feeling lost. Lack of alignment, disparate value propositions across the organization, mixed information, brand behavior, unclear values, or varied messages from recruiters all...
Read more >

The Value of Mapping Business Strategy to Brand Strategy

The Value of Mapping Business Strategy to Brand Strategy

Brand strategy and business strategy should be closely linked. There’s a perception among many executives that business strategy is strategic, and brand strategy is a marketing tool – and not a strategic asset. As a result, businesses set ambitious goals, but don’t consider how investing in and developing a brand strategy could help get them there. As a brand strategy agency, we rely heavily on our client’s full disclosure of their business strategy – their goals and objectives, pitch decks, revenue reports, exit strategy – to build a meaningful, emotive brand that will transform their business, drive revenue, enable...
Read more >