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brand strategy

Brand Strategy: How To Escape Commodity-Ville Through Emotions & Meaning

January 30, 2013 —

Brand Strategy: How To Escape Commodity-Ville Through Emotions & Meaning

We spotted a nytimes.com report that highlighted the fact that cars today – across the board – are more dependable than ever before. To quote David Sargent, spokesman of J.D. Power and Associates, “There are no really bad vehicles anymore.” This hasn’t always been the case. Ask anyone over 40 and they’ll probably know this definition of “Ford”: Fix Or Repair Daily. But, as with so many things, it’s getting easier and easier for competitors to level the playing field. Standing out today is harder than ever. Welcome to Commodity-Ville, next stop...
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Brand Strategy for Professional Services Can Be Emotive

January 15, 2013 —

Brand Strategy for Professional Services Can Be Emotive

Professional services, like law firms, would do well to move beyond the rudimentary basics of branding such as identities, symbols, and colors, according to a blog post on Forbes.com. We couldn’t agree more. Like all businesses, professional firms face a challenging future with hyper-competition, commoditized knowledge, and accelerating change all looming on the horizon. These firms clearly need to get fit for the future – and their preparedness plan needs to include a major tune-up for their brands. However, we believe professional firms need to also leapfrog over the traditionally...
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Meaningful Businesses Use Meaningful Language

October 16, 2012 —

Meaningful Businesses Use Meaningful Language

As the cartoonist Hugh McLeod puts it, “I don’t get it: People who hope to be successful by offering the same crap as everybody else, who hope to be successful by offering the SAME LANGUAGE as everybody else.” All too often, all the companies competing in a category use the same language to describe their products and the benefits they offer. That is, until one company stands out and starts striving to matter to people by approaching them on a meaningful level. A key part of our consulting service is providing clients with ways to behave in order to become more meaningful to...
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Employees Love Brands That Truly Matter

June 2, 2012 —

Employees Love Brands That Truly Matter

Brands that truly matter It’s amazing how a focus on emotion and meaning can change the way employees approach their work. They feel like doing more. Employees are eager, motivated and driven. They wake up looking forward to their work day, and return home feeling a sense of purposeful accomplishment. They care more for one another. The workplace is civil, considerate and supportive. Employees are empathetic and compassionate about their bosses, their peers, their reports and everyone in the business. They work better together. Employees are more open to collaboration, teamwork and sharing....
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