Make it real: how organizations live their essential stories
Real-world examples of how organizations leverage their Essential Stories to live their brands.
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Words first: the long path to the short cut
Don't give the short-shrift the story that needs to be told.
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Beyond words
This is one client's story of moving beyond phrases and key messages to real business transformation.
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The consistency quotient: taking control of your greatest brand asset
A brand’s ability to be flexible depends on its consistency.
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Do we need a new brand? (Maybe not)
The answer to “what should be done?” is not always a new brand.
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Positioned or pigeon-holed? Be leading-edge AND understood
Demystifying the concept of “positioning” for tech and other leading-edge enterprises
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Re-thinking your pitch: pitch the story, not the FAQ
You're drinking your own Kool-Aid, but your audience isn't (yet).
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The vanity pitch: when is pay-to-play okay?
How to identify and evaluate sponsored advertising disguised as awards, shortlists, and exclusive profiles.
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Are you talking to me? Choosing the right audience
The right messages, crafted well but directed to the wrong people, won’t open doors.
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Leveling-up authentically: get a brand from here to there
Getting from “here” to “there” does not require a dishonest leap of faith.
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Launch-and-forget: the cost of (brand) neglect
In branding, neglect is the enemy of progress.
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Guest blog: when a vision fails
Volvo's Vision 2020 inspired an industry then failed -- just not the way you think.
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Do these 5 things to support brand succession
A brand-centric viewpoint on succession planning + five concrete things to do.
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Brand stewardship: how to caretake your brand
The what, why, who, and how of brand stewardship.
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On-brand customer gifts
Why journal books are the best customer gifts I’ve ever given (with recommendations)
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Quality Time With Your Brand: Video Series
Five short exercises to get to know your brand more deeply.
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Communicating with creatives
Top tips and best practices for getting the best creative work.
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10 topics to build a thought-leadership brand
Inspiration for aspiring or established thought-leaders.
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You aren’t your business: divide to conquer
Freedom is disentangling from your business's brand.
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Pre-marketing: the groundwork for success
Laying the groundwork for successful long-term marketing.
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Your ad agency is crazy
Tips for getting great business results from designers, writers, and other creative minds.
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When your brand is a best-kept secret
Kick “best-kept-secret” syndrome with a powerful brand voice.
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If marketing feels bad
Start saying NO to marketing activities that don’t work and do your pre-marketing instead.
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Your proposals suck
Here’s what I think about proposals: they should feel exciting to create.
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When the marcom team gets it wrong
How to help others communicate in the voice of your brand.
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Your competition is lying
Company leaders often explain to me how their competitors are making untrue claims.
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