Topics

brand strategy

Human Friendly Brands

September 22, 2014 —

Human Friendly Brands

Should brands be more like humans? Or is the real goal to be “human-friendly” in form, behavior, and function? It’s something worth thinking about. Most of us in the advertising/marketing/branding biz tend to anthropomorphize brands. We think and write about them as if they were living, breathing people. However, in a thought-provoking piece, “The Human Paradox”, Gareth Kaye, Chief Strategy Officer of Goodby, Silverstein & Partners, questions if that is the right approach: “I’ve come to believe that this failure of brands is down to us blindly believing that brands that are more human...
Read more >
The Next Wave of Brand Strategy

September 18, 2014 —

The Next Wave of Brand Strategy

The role of brand strategy What makes your brand unique? How does it stand out in your category? What “significance” gets people flocking to your brand? What “stickiness” keeps people coming back to your brand? We wouldn’t be surprised if these questions keep you awake at night. After all, it’s clearly getting harder for brands to differentiate themselves. Categories are becoming commoditized as competitors mimic each other in both products and communications. Brand advantages based on innovation are short-lived as others rapidly copy technology, benefits,...
Read more >
Brand Truths That Focuses on What’s Truly Meaningful

August 11, 2014 —

Brand Truths That Focuses on What’s Truly Meaningful

Brand Truths In our latest white paper we list five fundamental principles that drive our efforts to help your brand thrive in the 21st century. Here, we explore one of our drivers: “truth, authenticity, and credibility.” This is what we refer to as brand truths. Here’s an explanatory extract from the white paper: “Emotive brand strategies are built out of what is already true about your brand. As such, the new purpose and behaviors we propose are authentic to what your brand is, and are welcomed by customers and employees as credible offerings from your brand.”...
Read more >
Mindful Leadership Leads to Meaningful Business

August 1, 2014 —

Mindful Leadership Leads to Meaningful Business

Mindful Leadership “I believe leaders are most inspiring when their message is deeply personal and yet resonant with the concerns of others.” – Gianpiero Petriglieri, INSEAD There’s a parallel between what makes a strong leader and what defines a meaningful business. As my recent interview with Mindful leaders combine a strong sense of self purpose with a capacity to make that purpose meaningful to others Professor of Leadership and Organizational Behavior at INSEAD underscores, a key driver of effective 21st Century business leadership will be mindfulness. Mindful...
Read more >
The Language of Meaningful Brands

July 28, 2014 —

The Language of Meaningful Brands

“Actions speak louder than words.” This adage is at the core of our beliefs about great branding. As we say, our most valuable contribution to a brand’s strategy is nothing but a set of words until the brand and its people act upon them. Indeed, we believe success is only achieved when a brand’s behavior, driven by a purposeful promise, leads to new meaningful outcomes. Of course, language is part of behavior. What brands and their people say is important for the creation of meaningful outcomes. As such, the move toward a more meaningful brand presence invariably calls for new...
Read more >