The most important element of your brand

Brand Promise Brand Relationship Brand Vision Brand Style Guide Brand Portfolio Brand Delivery Brand Standards Brand Personality Brand Experience Brand Identity Brand Architecture Brand Names Brand Color Scheme Brand Tone of Voice Brand Iconography Brand Platform...
(Not) playing by the rules

(Not) playing by the rules

The underlying fundamental of strategy. Never play someone else’s game. Once you play by someone else’s rules, you’ve already lost. All strategies boil down to finding ways to change the rules in your favor. From a marketing perspective, you can apply this to a number...
IDEA: Asking the essential question

IDEA: Asking the essential question

Email or ask one employee a day to think about the following question: What makes our company special? In other words, why do we matter? Ask them to come by at the end of the day to give you their answer. You want to give them the chance to think about it for a bit,...
EXERCISE: AdLibs

EXERCISE: AdLibs

The key to advertising is being able to tell compelling messages about your product that customers care about in a creative format. Finish the following sentences. But don’t go straight to your same old corporate answers. Think about them more philosophically. They to...
How people actually think about brands

How people actually think about brands

A couple days ago, I wrote that the best definition of a brand is a story. However, that’s not the whole story. (ba-dum-bum) Describing your brand in a story format is an effective model for defining your value proposition in a compelling way. It is a good exercise to...