Successful businesses sometimes start with a sole purpose and grow into a powerhouse based on that singularity of thought. That’s rare. What occurs with far more regularity is the company feels its way through its various stages of development and … Continue reading
The ability to get anything you want anytime you want it has created a new generational mindset: the click-through generation. This mindset comes from the Internet’s ability to deliver any product or service with just a few clicks of the … Continue reading
One of the smartest shifts a brand strategist can make is to transition the brand-marketing program from a 1-way communication to a 2-way conversation. Pressed for time and short on budget? The easiest and most dangerous mentality to fall into … Continue reading
The very first step to ‘smart brand strategy’ is to make your brand program work harder so your customers and prospective customers don’t have to. The litmus test is what you choose to emphasize at the beginning of your brand … Continue reading
It’s true that one of the easiest things to do in brand strategy is to add a promise, and then to keep on adding more and more and more… It’s also true that one of the hardest things to do … Continue reading
Repeating important messages used to produce the results a brand marketer was looking for. Today, it’s not nearly as important how many times you repeat a message compared to how well you establish a trusting bond between your brand and … Continue reading
