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branding

The Role of Patience and Fortitude in Branding

September 10, 2014 —

The Role of Patience and Fortitude in Branding

The business world is tough out there It’s only natural, especially given today’s pressure cooker environment, to want instantly actionable ideas and immediate results. This is especially true the closer you are to the marketing machine within your business. At the same time, more and more businesses are realizing that they need to transform themselves in order to remain competitive, if not stay viable, in the 21st century. They are recognizing that their traditional strategies and tactics simply no longer work as expected. Also, the commoditization and price/value pressures they...
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Branding in a World Full of Screens

June 18, 2014 —

Branding in a World Full of Screens

A world full of screens Joel paints a picture of a world that’s filled with screens – far more than the four business currently focuses upon: “The basic dilemma for marketers is this: there are now too many screens to count. Set aside PCs, tablets, smartphones, and TVs (connected or otherwise), for a moment. Your car, your thermostat, your washer and dryer, your refrigerator are all on their way to being “smart” as well – connected to the internet and to each other, featuring screens that offer up all sorts of information, from usage data to content, like a fridge that suggests recipes based...
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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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The Right Brand For A Transformation

July 23, 2013 —

The Right Brand For A Transformation

We’ve blogged here about something called integrated reporting, which would merge financial reporting (which public corporations are already required to do) with sustainability reporting (which only some companies do). What we’ve missed – until now – is the need to brand this transformation. Integrated reporting is a transformation for a whole bunch of interrelated reasons. First, financial reporting is mandatory and highly regulated. All big companies have full-time staffs of people to prepare the reports, and the big accounting firms around the world have armies of people to check them....
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