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brand

Connecting the Dots Between Brand Strategy and Brand Moments

June 5, 2014 —

Connecting the Dots Between Brand Strategy and Brand Moments

In one of our white papers, “Brand Behavior Drives Results”, I write about how emotive branding extends from high-level aspiration (that is needed for differentiation and appeal) to down-in-the-trenches action (that is needed to generate ideas, product,s and profits). Rather than being precious about the strategy element of our offering, we seek true brand transformation by delving deep into the interactions between your brand and the people vital to its success. We dig in, get our hands dirty, and invest considerable time in deconstructing the many ways in which your brand and...
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The One Thing Your Brand Strategy Doesn’t Need

May 19, 2014 —

The One Thing Your Brand Strategy Doesn’t Need

The decision to develop a brand strategy or refresh your brand strategy will be typically driven by a specific need. Either you are just starting out and need to establish your brand, or you’ve found that your current brand strategy is holding your business back. Regardless, it’s critical to ensure your new brand strategy takes your business where you need it to be. Experience shows us that many brand strategies fail because they are inwardly focused. They are myopic in that they lead with product features and benefits and the business’s explicit needs to create growth and increase...
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10 Reasons Why Business Should Banish the Word “Brand”

April 24, 2014 —

10 Reasons Why Business Should Banish the Word “Brand”

Our rather controversial thoughts on “Brand” 1. It is meaningless Ask five people in your company what the word “brand” means and you’ll get at least seven definitions. As such, the meaning of the word “brand” is completely diluted and lacking in concise meaning. That’s not helpful. 2. It confuses, defuses and abuses One person in your compnay uses the word “brand” and another person interprest it differently, and then everything goes haywire. That’s expensive. 3. It becomes a tyrant It becomes a mysterious entity with a mystical...
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Brands That Celebrate Beautiful Human Values Enjoy Well-Earned Respect

April 10, 2014 —

Brands That Celebrate Beautiful Human Values Enjoy Well-Earned Respect

Steve Fuller of The House agency in Bath, UK kindly told us about this fantastic video about the rewards of giving. Steve demonstrated generosity by sharing it with us, we are doing the same with you, and now we hope you do it as well with everyone you know and love! And while you’re doing that, think about how your brand could contribute to the social good by promoting human values in lovely ways like this. Thanks Steve! To view “Unsung Hero” please click the following link: https://youtu.be/uaWA2GbcnJU Want a more emotive brand? Learn more here....
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Why Do Startups Have Prehistoric Ideas About Branding?

March 25, 2014 —

Why Do Startups Have Prehistoric Ideas About Branding?

Startup Brand Strategy One of the ironies of today’s world is that the leaders of the most innovative startups have the least innovative ideas about what it takes to create a brand and the value of investing in startup brand strategy. The fact is, logos and messages don’t make a brand. At least, they won’t make a brand that will thrive in the world today. Studies prove, and we are talking about a lot of research here — People (as in your customers, prospects, employees, partners and investors) are all looking for more from brands when they invest time and money. They...
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