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brand strategy

Is it Time for Your Business to Embrace the Purpose Economy?

July 21, 2015 —

Is it Time for Your Business to Embrace the Purpose Economy?

According to Aaron Hurst, we’ve moved from the Information Economy to the Purpose Economy. He states that this is a natural evolution, which is taking us from the first levels of human organization, the hoe-and-plow Agrarian Economy, through the smokestacks of the Industrial Economy, to the data farms of the Information Economy, and now to the human-centric Purpose Economy. Each of these economies been built on top of the proceeding, and represent evolutions more than revolutions. In his book, Hurst states: “When I say purpose, I mean more than serving others and the planet. Service is...
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The Value of Hiring a Brand Strategy Firm

June 18, 2015 —

The Value of Hiring a Brand Strategy Firm

When might you need a brand strategy firm? Your business is an intricate machine that leverages people and processes to generate profits. Until now, your way of doing this has been satisfactory to both you and your shareholders. But obviously there is something in the wind telling you that some changes are needed. This has you thinking about how to best deal with this situation, and to determine what partners, if any, you need to make these necessary changes. What drives your need to change? There are many reasons why a company would need to change what it’s doing. Maybe competition...
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The Importance of Brand Behavior in the Trust Economy

June 9, 2015 —

The Importance of Brand Behavior in the Trust Economy

The Trust Economy It’s no secret that we are living through a revolution in the delivery of products and services. Driven by the internet’s uncanny ability to match sellers and buyers, people all over the world are engaging in direct commerce with other individuals, brokered by branded platforms. Some people call it the sharing economy, collaborative consumption, on-demand services, or the peer-to-peer economy. Since all models depend on trusting that a virtual stranger will do what he or she promises, let’s call it the trust economy. The trust economy is transforming sectors like travel,...
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How Brand Strategy Can Meaningfully Improve Product Design

May 14, 2015 —

How Brand Strategy Can Meaningfully Improve Product Design

We’ve noticed a product trend, especially with technology companies. Products can suffer growing pains if they are conceived, gestated, and born into the world without the guiding hand of the brand. On the flipside, brand strategy can have an enormously reassuring influence on the design of a product. In fact, our brand strategies exert positive influences on the product designs of most of our clients, in direct and indirect ways. Here’s how. Empathy Brand strategy always starts with a thorough study of target audiences, which means understanding what makes them tick. Their needs,...
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Your Business Problems Might Have a Brand Strategy Solution

May 12, 2015 —

Your Business Problems Might Have a Brand Strategy Solution

When you spend a lot of time working with people in the C-suite, you’re exposed to C-sized business problems. Those larger strategic issues that can’t be solved by the CEO alone, or by existing resources. When changes in your industry push you to shift business strategy, it’s a sign that your brand strategy needs to shift in a synchronized way to reposition for success. Example: We’ve surveyed C-level executives about the number one desire they have for their brand strategy. Know what they want? Differentiation. A competitive advantage. A defensible position. Differentiation is tough. When...
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