EXERCISE: Living your brand values

EXERCISE: Living your brand values

Your core brand values are what your company stands for guides your actions and decisions. However many companies fall into the trap of writing trite and meaningless statements that are common sense, rather than truly differentiating. One company that has crafted...
What is the promise of your brand?

What is the promise of your brand?

The concept of a Brand Promise isn’t new. It’s a clear articulation of your unique value proposition. It means this is what you’ll get if you buy what we sell. What are you willing to do, provide, deliver that is of value? Simple. But could you offer more? I promise...
TECHNIQUE: Dig Deeper

TECHNIQUE: Dig Deeper

The first answers to any question are usually the obvious, standard ones. In order to broaden our thinking, it’s some times necessary to eliminate the safe answers and probe further to get more meaningful insight. Identify an issue you’d like to brainstorm some...
We will do what is hard

We will do what is hard

There is one proven business strategy that has consistently worked time and time again. It is a strategy that has created the most important innovations for centuries. Focus on doing things that matter that others find incredibly hard. That’s it. Nothing hugely...
Create more good

Create more good

Here’s a novel approach to marketing. Instead of focusing on how to more effectively promote our products and services, what if we committed to simply trying to create more good for our customers, our employees and for the the world? Sounds esoteric, simplistic and...
A master class in Brand Values

A master class in Brand Values

A value isn’t a value unless it costs you something. “Innovation,” “quality,” “service-oriented” are the costs of doing business. Name a highly profitable company that is against any those things. They’re not brand values, they’re just minimum operational standards....