Unite creatives, stakeholders and organizations around things that matter

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Scott Bed­bury, of Star­bucks and Nike fame, said “Prof­itabil­i­ty should be a busi­ness imper­a­tive, an oper­a­tional phi­los­o­phy, or a mea­sure of suc­cess; but as a core brand val­ue, I believe it is fool’s gold.” Hav­ing read the book that sur­rounds this quote, I believe his point is that val­ues have to res­onate with humans. Because […]

Rapid brand prototyping | Step 3: catalog efforts

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When we under­stand why our activ­i­ties are effec­tive, we can focus our activ­i­ties to get bet­ter results. Here’s what I mean. Some orga­ni­za­tions brand before they open. But most evolve while they’re oper­at­ing, doing both brand strat­e­gy (top-down think­ing) and study­ing their oper­a­tions (bot­­tom-up eval­u­a­tion) con­cur­rent­ly. And being able to eval­u­ate our cur­rent oper­a­tions clos­es […]

If everything’s strategy, then nothing is strategy

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Last year, I was hav­ing prob­lems explain­ing the dif­fer­ence between strat­e­gy and tac­tics in an adver­tis­ing class. In truth, the def­i­n­i­tion is a lit­tle unclear. It takes expe­ri­ence to see the dif­fer­ence. But here’s how I break it down. If all some­one does is exe­cute strat­e­gy, they’re not a strate­gist. If they’re copy­ing some­one else’s […]