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business strategy


When Is the Best Time to Revisit Your Brand Strategy?

When Is the Best Time to Revisit Your Brand Strategy?

There are many triggers for evaluating when is the right time to revisit your brand strategy reevaluation. These can include: When there’s a shift in corporate strategy When it’s been a long time since you’ve evaluated your brand When you’re in the midst of a growth spurt When “what you’ve got won’t get you there” Brand strategy can and usually does address many business problems that result when brand strategy is left “for later”. The brand becomes irrelevant and static, and this has a negative impact on the organization: Corporate...
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Agile Brands Break Through

Agile Brands Break Through

Agile Brands are the New Norm More than ever before, people expect brands to evolve around their needs, anticipate their desires, and cater to the ways they want to connect with the world. The expectation to keep up with market innovations and business trends translates into a demand for agile brands. Customer behavior is always shifting, and values are changing faster than most companies can keep up with. Consequently, people dismiss brand communications that are behind the consumer curve. For businesses, this mean it’s often hard to keep up. Fittingly, Wired calls this an ear of...
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Fast Forward Your Startup: Agile Strategy for High-Growth Companies

Fast Forward Your Startup: Agile Strategy for High-Growth Companies

A new approach for supporting high-growth companies We work and compete in a fast-moving world, driven by an accelerating pace of technological and social change. The markets we compete in shift quickly, competition intensifies, and expectations rise. Flux is the new normal. This increases the pressure on high-growth companies and brands to evolve and implement strategies in shorter and shorter time frames. As a brand strategy firm, we discovered that many of our high-growth companies, especially those operating in crowded, in-flux categories, needed a much more agile approach to addressing...
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Brand Strategy: Why Are Purpose and Feelings so Important Now?

Brand Strategy: Why Are Purpose and Feelings so Important Now?

Brand Strategy: Why are purpose and feelings so important now? An emotive brand is the persona-driven presence and experience of an organization that has proactively decided to orient itself around a meaningful and purposeful promise. Such brands do so with the intent of emotionally connecting to people on a deep level, by addressing core human needs. Most significant, an emotive brand strives to forge these attitude and behavior changing connections both inside and outside their organizations. To summarize, an emotive brand is:  – Proactively meaningful across all its actions  –...
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Good Leadership Character Leads to Good Brand Character

Good Leadership Character Leads to Good Brand Character

Leadership Character An excellent post at IMD.org speaks to two attributes that the writers, Professors Stewart Black and Allen Morrison, believe are necessary for leaders of global organizations today: emotional connections and integrity. I think this advice is great for any business leader, not only those operating at the “global” level. Here’s the section on emotional connections that talks about being sincerely interested in others, genuinely listening to others, and understanding different viewpoints. Emotional connections Global leaders need to establish personal,...
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