“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.
It’s easy to get excited about startup ideas, especially when you’re hanging out at the Portland Incubator Experiment (PIE) with guys like Jason Glaspey. But Jason had some words of wisdom to share with me about investing time and money in startups. And he knows what he’s talking about. He’s served as a product manager […]
Professional fighters and their trainers are excellent strategists. In fact, there are three strategy-oriented attributes they have in common with business that allow them to amplify their raw fighting skills in the ring: curiosity, theory and real-time, tactical adjustment. Curiosity [creating a coordinated and insightful situation map]: They watch tape of the fighter they’re about […]
Strategy has two parts: art and science. There’s science in the research to gain the information and an art in developing hunches that lead you to the right insights. There’s art in connecting the dots to create a meaningful “big picture;” and there’s science in testing those connections logically. Arthur F. Lykke, Jr. formulated a […]
Some people talk about branding as if it’s a thing you do to look a certain way, like putting on a mask. But branding, if done correctly, is more analogous to taking vitamins. A mask changes the way you look. Vitamins help you be who you are, only healthier. A mask hides the true nature […]
When you’re an advertising instructor — or an instructor of anything, for that matter — you’re always hearing new ways of misunderstanding basic principles. And I usually find that those misconceptions serve to help me understand the concept better than I did before. For instance, I had a student complain that we spent too much […]
The purpose of a presentation is to change the way someone thinks or feels. And it’s usually to inspire some action. So the first step in presenting is to figure out what your goal is for your audience. Once you know that, here are some things that will help you be effective: The research As […]