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brand differentiation


Navigating the New Norm: Fast Forward for Efficient Growth and Strategic Stability

Navigating the New Norm: Fast Forward for Efficient Growth and Strategic Stability

We work and compete in a fast-moving world, driven by an accelerating pace of technological and social change. The markets we compete in shift quickly, competition intensifies, and expectations rise. Flux is the new normal. This increases the pressure to enhance efficiency, sharpen competitiveness, and improve profitability—all at the speed your business demands. As a brand strategy firm, we understand that many of our clients, especially those operating in crowded, in-flux categories, need a much more agile approach to address the changing dynamics reshaping their markets and business. To...
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Three Key Advantages of a Strong Brand Strategy

Three Key Advantages of a Strong Brand Strategy

Active Brand Management A brand strategy can take what people know and believe about your business to new levels. Active brand management takes a valuable asset that may now be largely underused and turns it into a powerful competitive weapon. Regardless of how sophisticated your current approach to branding is, your business has a “brand” today, though you may have acquired it by default. Simply by being active in the marketplace, your business will have accrued a reputation, a level of fame, and a degree of notoriety (for better or worse) with your customers, and within your industry. A...
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Employer Branding Trends for 2020

Employer Branding Trends for 2020

Today, we’re continuing our deep dive into the most important trends affecting your business, brand, and culture heading into 2020. Following our look at content strategy, let’s examine employer brands. Remember when the common sentiment toward millennials was laden with disgust? Who were those entitled young people and their outrageous demands for flexibility, remote working, and—gasp—having a greater purpose in work than making money? It wasn’t that long ago, but oh how the tides have changed. Now, as we all know, those “millennial” demands have not just become normalized, but meeting them...
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This Is Not Another Blog Post: The Power of Differentiation

This Is Not Another Blog Post: The Power of Differentiation

Somewhere in a humid conference room right now, someone is adding the phrase “disrupt the status quo” to a bulleted list titled “our values.” Can you smell the whiteboard marker? Can you hear the crackled audio of the one remote employee dialing in to suggest that we “shatter the status quo,” since the word “disrupt” is so overdone? I’ve been there, you’ve been there, you might be there right now. One thing we all know deep down as we finish our third coffee of the morning: this is not how you differentiate your business, brand, or culture in a meaningful way. You can’t just say, “I’m not...
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Personalization Can Drive Meaning For Brands

Personalization Can Drive Meaning For Brands

What helps create a truly meaningful brand? A flawlessly articulated purpose? A killer logo? A leadership team that really understands the value of brand? Complete internal alignment? Oftentimes, the interplay of many different brand elements work together to create cohesive and lasting meaning. But one element that is gaining value in the world of branding is personalization. Right now, personalization is “in” with brands. Mass consumption and mass production are becoming things of the past. These days, brands that matter and resonate with people are the ones that feel like they’re...
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