Brands As Storylines
March 31, 20143 min
The temptation when you’re working with a brand is to continue to treat it just as a product or service.
NEW THINKING
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March 2014 - Branding Strategy Insider
Brand Strategy And Customer Memory
March 28, 20142 min
Paul Marsden’s piece on “Thinking Fast and Slow” raised some great marketing implications from Daniel Kahneman’s work that are well worth reading.
Dreams And Design: Pathway To New Brand Value
March 27, 20144 min
I remember years ago when my inquisitive 5 year-old daughter was watching me drawing some logo ideas in my Moleskin sketchbook.
The Next Era Of Brand Conversations
March 25, 20144 min
Too many brands continue to fail at convincingly placing what they have to offer inside the lives of the people they are trying to reach. A lot of that seems to come down to a simple mis-alignment of priorities: while marketing teams ponder data and speak earnestly about really understanding their buyers as individuals, those interests are not reflected as clearly as they should be in what they end up saying.
The Brand Voice Workshop
March 24, 20143 min
Brands, just like people, have a voice – the tone, manner and personality of communication that distinguishes one personality from another. Brand Voice is a more specific and highly useful tool for marketers to create and manage the unique personality of their brands over time.