https://youtu.be/mx1wEPkoeTA It sucks to have to manage your team closely, especially when most good people want to grow. So how do you let them know why they’re here,...
Articles
Think Like the Brand You Are
As you’re growing into the brand you want to be — and the leader you want to be — these insights help instill you with the kind of experience and good judgment that we’ve developed over years of experience. And it’s yours for free.
How to Tell a Remarkable Brand Story
This is it, remarka-fans. How to tell a remarkable brand story This month, I’m cutting right to brand story—the heart of a brand’s posture toward the world and its...
Simplify Marketing Management
Marketing is simple, but it can feel complicated with all the BS you have to cut through. Let me simplify the checklist for a coherent strategy. Because if you...
The Power of a Great Brand Metaphor
There’s any number of highbrow ways to kick this article off. Where to start? In going with a splendid example of a no-frills metaphor, I’m torn between: William...
Tell a Better Brand Story by Embracing Your History
Unless you work in the candy industry, you probably didn’t know that M & M's only became a household name after selling their candy-coated chocolate exclusively to...
The Importance of Location in Brand Story
Here’s our elevator pitch—Star Trek on a pirate ship. Same cast. Same plotlines… but instead of the outer reaches of Deep Space Nine, everyone’s cruisin’ around the...
Everything Managers Need to Know about Analytics in 4 Steps
We're taught to look at analytics wrong. We think we need to be able to drink from a firehose and still make confident decisions about what to do with the analytics...
Using Brand Archetypes to Build a Consistent Personality
If you watch a popular movie or read a best-selling book with your brain turned off, you’ll probably get some déjà vu. Whether it’s following the hero’s journey, or...
Memorable Brands Have Personality
Not all brands have a personality, but the ones you remember do. Walking into a Mcdonald's is different from walking into a Chipotle. Sprouts feels different from...
Brand Identity: Fine-Tuning Your Frequency
Bold vision separates the active from the passive, the fine-tuned brand from the scattered brand. Had he not imagined sailing into the warm waters of a faraway port on...
3 Questions to Supercharge Your Analytics Team
Marketing can seem confusing. There are lots of numbers and nobody understands them all. Usually, the people who are most confused about relevance are those who bring...
3 Reasons to Avoid the Latest Marketing Fad
Fads are fun, but they wreck and confuse your marketing plan. As a B2B marketer, you probably don't want to take a stick of dynamite to your marketing plan and see what...
Your Brand Identity: What’s Your Frequency?
If you’re breaking ground with some new start-up in Austin, Texas, or in Silicon Valley, you’re in a place that eats, breathes, and sleeps disruption. If you’re a...