The Nike Swoosh. The Golden Arches. The Instagram camera. If you stop and think about it, you’d probably find that many of the big name brands you see, or interact...
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.
Don’t Just Write Monthly Posts. Write a Book.
If your company writes a book, it’s a sign that your thoughts and processes are time-tested and organized. Because anyone who can talk deeply enough about a topic to...
Build Your Brand Anthem from Story
When you think of the American National Anthem, what comes to mind? Is it the melody? Or the first lines that many of us sang in grade school, or before a baseball game...
Why Your Brand’s Location Still Matters
More than ever, everyone works, meets, and shops online. It’s no surprise that companies which previously insisted on a brick and mortar location for their workers are...
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...
Keep Marketing Simple: Think Before You Market
"Smart" people make things complicated. Effective people start with a simple plan they can understand. And then they build on it. This is especially true in marketing,...
Nobody Trusts Copycats – Superficial B2B Branding
Why would you trust a copycat? Unless you’re looking for something cheap, shoddy, and just waiting to crumble, you probably wouldn’t buy something from one. The...
Chasing Trends and Superficial Branding
“The world needs you as you are.” Sure, you’ve heard it before. You’ve probably rolled your eyes. It’s hard not to hate that message when everyone from YouTube...
3 Definitions That Expose Hypocrisy
Distrust poisons everything. When people are scared to question, because they can’t trust the response, problems hide under layers of bureaucracy. But definitions...
Why Real Brands Can’t Be Invented (Part 3)
We've been talking about why a real brand can't be invented out of thin air or tailored specifically to meet a certain market demand. Remarkable brands are built from...