These writings explore the strictures of identity all of us carry and how, when understood, they can be reshaped and positively inform our relationships; on a personal level and on a community level.
On this site, in these writings we will explore the strictures of identity all of us carry and how, when understood, they can positively inform our relationships; on a personal level and on a community level.
Identities shift and we’d all be wise to pay attention. The way you talk to a group today may not be the way to talk to them tomorrow. Whether it is your company that is changing, or your customer base, or the market conditions, you need to stay alert to how your customers perceive you, your product, but especially themselves.
Some of the things most important and most effective for brand strategy almost certainly save the company money, while at the same time pushing forward a unified brand message. I have found not realizing this to be an all too common situation in large organizations.
It's always worth it to stop for a moment and ask, “what else could be going on here?”
What is your driving force? Is it still being the best purveyor of what you do? Or has it become doing what it takes to meet the numbers?
When asked to explain the meaning of “brand,” I say it is the answer to the question, “What do people think of when they think about me?”
I had a conversation this week with a client about the fact that a brand is not just about “outreach” – it is about “inreach.” – What kind of company do you want to be? What kind of a company do your employees think they work for? What kind of culture are you building?
Here’s a nutty idea: Just start making good, attractive, reliable products.
"Shoe-horning" is no way to build a relationship. If your product or your campaign is not good enough to win customers via truth, get a new product or get a new agency.
When a brand is expressed correctly, it takes on manifestations of a real-life character.
When you walk into a restaurant and see that they have several "Best Of" awards but the most recent was from, say, 3 years ago. What does that mean? They forgot to put up the most recent accolades? They now suck? Well, we don't necessarily know, but as I often remind clients: "if you fail to put out a message, one will be put out for you" - perhaps by your competitors.
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