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...
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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.
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...
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4 Reasons You’ll Have To Rebrand This Year (Part 2)
In our first part of this series on rebranding, we covered the first two reasons you’ll need to rebrand your company: You have a new vision You’re scaling up Both of...
The One-Page That Will Focus Your Content
Much of the unfocused marketing crap we see in the world comes from a lack of focus and discipline. This post is about a document that will change all that, creating a...
4 Reasons You’ll Have To Rebrand This Year (Part 1)
It’s a new year, and I’m sure for some in your company, that means they’re bandying about the ‘R’ word in your latest strategic planning meeting. You know the word:...
Protip: Close Your Laptop and Think
How to discipline your research: avoid bottom-up thinking. Bottom-up thinking, in research, puts you at the mercy of the information you’re seeking. It might mean...
Five Steps to UX-Proof Your Website: Part 5 Sitemap and Navigation
We’ve all been to websites with triple dropdown navigation menus, extensive lists of blue hyperlinks in a sidebar, and overcrowded headers full of items. We’ve all left...
Building Creative Strategy: Researching Connection
“Research is formalized curiosity. It is poking and prying with a purpose.” - Zora Neale Hurston There is science in connection with your audience. After you’ve...
Five Steps to UX-Proof Your Website: Content Organization
Well organized websites feel like your hometown: you generally know where you are in relation to what is around you. You don’t need to search for directions to find...
Protip: A Simple Test of Relevance
You are most relevant when you’re in your audience’s story. So how do you know which kind of story you’re telling? In other words, is it about me, my customer, or about...
Brand Strategy 2: Maslow’s Marketing Pyramid
Effective storytelling means conveying relevant brand truths to your audience by telling a story about them. So how do you tell the right story? In Part Two of our...