A powerful brand strategy combines ‘the logic and the magic’ – that mix of rational and emotive elements that, together, combine to give a brand engagement, connectedness, distinction and focus.
In the hunt for more streamlined businesses that are less resource intensive, how real is the risk that brands are actually putting people off dealing with them? When does an efficient process become so rationalized that it loses its humanity and therefore its appeal?
So you’ve looked long and hard at how your brand is managed, and it’s clear that the truth has been allowed to slip. If you no longer want to be managing a deceitful brand, how do you find a way back?
Last week, brand leaders from many industries gathered for The Blake Project’s annual Un-Conference at the Versace Mansion in Miami Beach. During a segment led by Mark Di Somma on Evolving Customer Engagement, one participant smartly reminded the group that transparency and authenticity are each unique.
