Client Story: United Country Western Dance Council®
Redefining and Realigning to Empower Global Growth
Design thinking + communications thinking = better results
Communications thinking can influence design decisions, inform or complement the design of brands, products, services, and systems
Verbal identity: a leadership team’s unifying force
Introducing a leadership team to the identity of their organization, often through a brand-new lens.
How a subtle positioning shift can unlock new opportunities
The right shift in perspective, discovered through the Essential Story Process, can completely transform a business, organization, or brand.
How the Essential Story guides change
The Essential Story Process creates the alignment necessary to initiate the magical momentum for change.
Giving literal voice to the essential story
How the Essential Story kickstarts engagement and growth
Client Story: Mission Control Space Services
Empowering Leadership on Earth, Moon, Mars, and Beyond
Self-actualization: the Essential Story Process
The origin story of the Essential Story and Corporate Phrasebook™
Standing out from the crowd
Differentiation is not just the thing your business does best; it’s the value you deliver better than anyone else.
Make it real: how organizations live their essential stories
Real-world examples of how organizations leverage their Essential Stories to live their brands.
Client Story: Studio 91
Established business gains new clarity and confidence for its 10-year anniversary
Words first: the long path to the short cut
Don't give the short-shrift the story that needs to be told.
Beyond words
This is one client's story of moving beyond phrases and key messages to real business transformation.
The consistency quotient: taking control of your greatest brand asset
A brand’s ability to be flexible depends on its consistency.
Do we need a new brand? (Maybe not)
The answer to “what should be done?” is not always a new brand.
Positioned or pigeon-holed? Be leading-edge AND understood
Demystifying the concept of “positioning” for tech and other leading-edge enterprises
Re-thinking your pitch: pitch the story, not the FAQ
You're drinking your own Kool-Aid, but your audience isn't (yet).
The vanity pitch: when is pay-to-play okay?
How to identify and evaluate sponsored advertising disguised as awards, shortlists, and exclusive profiles.
Are you talking to me? Choosing the right audience
The right messages, crafted well but directed to the wrong people, won’t open doors.
Leveling-up authentically: get a brand from here to there
Getting from “here” to “there” does not require a dishonest leap of faith.
Launch-and-forget: the cost of (brand) neglect
In branding, neglect is the enemy of progress.
Guest blog: when a vision fails
Volvo's Vision 2020 inspired an industry then failed -- just not the way you think.
Do these 5 things to support brand succession
A brand-centric viewpoint on succession planning + five concrete things to do.
Brand stewardship: how to caretake your brand
The what, why, who, and how of brand stewardship.
On-brand customer gifts
Why journal books are the best customer gifts I’ve ever given (with recommendations)
Client Story: iSpark
New Confidence and Clarity Empower Entrepreneur to Up-Level Her Business
Quality Time With Your Brand: Video Series
Five short exercises to get to know your brand more deeply.
Client Story: Third Law
Automotive Marketing Firm Clarifies Value, Crystallizes Differentiation to Pursue New Business
Communicating with creatives
Top tips and best practices for getting the best creative work.
10 topics to build a thought-leadership brand
Inspiration for aspiring or established thought-leaders.
Client Story: AIM Women’s Wellness Center
New Brand Attracts More Clients, Staff Who “Really Fit”
You aren’t your business: divide to conquer
Freedom is disentangling from your business's brand.
Pre-marketing: the groundwork for success
Laying the groundwork for successful long-term marketing.
Your ad agency is crazy
Tips for getting great business results from designers, writers, and other creative minds.
When your brand is a best-kept secret
Kick “best-kept-secret” syndrome with a powerful brand voice.
If marketing feels bad
Start saying NO to marketing activities that don’t work and do your pre-marketing instead.
Your proposals suck
Here’s what I think about proposals: they should feel exciting to create.
When the marcom team gets it wrong
How to help others communicate in the voice of your brand.
Your competition is lying
Company leaders often explain to me how their competitors are making untrue claims.
Client Story: KDM Analytics
Essential Story Supports New Brand, Pivot from Engineering Services to Product-Based Offering