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brand strategy

Creating a brand that resonates: 3 Grammy-worthy lessons from Tracy Chapman’s “Fast Car.”

March 5, 2024 —

Creating a brand that resonates: 3 Grammy-worthy lessons from Tracy Chapman’s “Fast Car.”

Is your brand telling a story for now or a story forever? Take a lesson from pop music and learn how to create a brand that lets your customers feel like they “can be someone.” Imagine a slightly different 2024 Grammy Awards. In this one, there’s still a comeback performance from a reclusive 1980s star, but instead of Tracy Chapman singing “Fast Car” alongside Luke Combs, it’s Billy Ocean singing “Get Outta My Dreams, Get into My Car.” Can you picture Taylor Swift singing along rapturously to his lyric: “Lady driver, let me take the wheel”? Probably not, but why? Both “Fast Car,” and...
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Three Key Advantages of a Strong Brand Strategy

February 18, 2021 —

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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How to Get the Most Out of Strategic Messaging

February 4, 2021 —

How to Get the Most Out of Strategic Messaging

Traditional Messaging Isn’t Working For as long as people have communicated, we’ve had messaging. Many of the most well-known messengers are religious figures — the usual suspects like Moses, Muhammad, and Jesus. In business, messaging has always been part of some corporate function like marketing, communications, or investor relations. Messaging is not going away. What’s changed is the way we communicate. We and other agencies have for years delivered messaging in a one-page, multilevel framework. While still useful, these one-page grids are no longer valuable tools on their own. So we’re...
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Return on Meaning: Five Evaluation Criteria for Your Business

May 5, 2020 —

Return on Meaning: Five Evaluation Criteria for Your Business

Brands Rooted in Meaning Win Big Return on meaning for businesses and brands is a compelling notion. In today’s world, it’s important to reconsider the ways you matter to people that are authentic to your brand’s purpose in the larger world. Now is the time to return to core human needs and evaluate where your brand fits in. This is why savvy leaders are taking a different approach to brand strategy. They are embracing the ideals of purpose, empathy, and meaning. They are creating newer, deeper, and more enduring connections with the people vital to their brand’s...
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Emotional and Meaningful Brand Connections Matter Right Now

April 7, 2020 —

Emotional and Meaningful Brand Connections Matter Right Now

The Time for Emotion and Meaning Is Now Battling the arduous winds of COVID-19 will take more than a shift in your communications. It will require a real change in behavior. Right now, people are experiencing a whole slew of complex and contradictory emotions. Some of these feelings are ephemeral and are changing every day; others like uncertainty are staying around for the time being. So to truly connect with people where they are, you have to speak their emotional language. That’s why having your brand behave in a more emotionally charged way and putting the focus on building truly...
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