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...
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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.
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...
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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...
Five Steps to UX-Proof Your Website: Chart the Tasks
A crucial part of user-focused design is eliminating pain points. We go through the process of creating detailed personas so that we can streamline our design and...
Building Creative Strategy: The SWOT
Businesses are famous for believing lies about themselves. The SWOT analysis, rigorously done, will serve to disabuse you of misconceptions that could be costing you...
Protip: Have a Negativity Session
Did you know that “problem-minded” people are better problem solvers? It turns out, the longer you spend thinking about the problem, the simpler the solutions that...
Five Steps to UX-Proof Your Website: Personas
Think about a product or service that has made an impression in your life. Maybe it’s an app or web service, or maybe it’s something like a kitchen tool. It’s something...
Why Brands Have “Diversity,” but Still Don’t Know How to Use It
Diversity can be shallow. It can help your company satisfy employment law or help you fit into an industry. This article is not about that kind of diversity. This is...
Now’s the Time to Be Like Nike
Nike’s Kaepernick ad shows us that it’s okay to make bold statements through what you do and what you say. But it’s not a strategy move that's about ignoring the...
Five Steps to UX-Proof Your Website: Part 1
Many companies mistake a slick, clean website for an effective website. In a culture that values outward appearance and presentation, we’ve lost sight of the fact that...