“Brand leadership, and its associated decisions, must happen within the brand.” Brands can’t outsource brand strategy decisions, but they can get help from hands-on consultants who can teach them through the process and help them understand how to question and understand the research and, ultimately, their customers.
“Marketing is no longer about the stuff you make, but about the stories you tell.” -Seth Godin Branding isn’t just logo, look and feel. It’s the heart of the business. It happens when the business knows itself well enough to keep a promise. But they don’t keep every promise the industry makes, but just the […]
“If you want others to follow, learn to be alone with your thoughts.” -William Deresiewicz Finding yourself has a bad connotation. We think it means being unfocused. But it’s really the opposite. Especially for brands. How will we recognize tyranny? How will we avoid being another Enron? Brands must be led from the inside…always cultivate […]
Quote: “The beauty of the soul shines out when one endures one mischance after another, not because he does not feel them, but because he is a man of high and heroic temper. ” -Aristotle Adversity Gives You Gifts Leading to Independence and Self-Leadership When you build a contempt for empty promises and a […]
Quote: “Defining your audience will tell you their habits and customs. You’ll know what currency to use to communicate with them.” -David Fowler Creatives can be Your Biggest Resource Good creatives are like a car. They can take you where you’re going. But you have to know how to chart the course. And this is […]
“You don’t always need a plan, Bro. Sometimes you just need [guts]. Harden the [hell] up.” There are 3 key ways you can sabotage your brand’s leadership. And they all seem like the right thing to do. Here’s why they’re not. We want to build a great brand, but we also want everyone to like […]
A key question I ask brands is “Why does your business matter to people?” This is a values question that unlocks the mystery of why our client started in the first place. Many business owners struggle with this question. They think they have to be all things to all people. They think they need the […]