Notes
Does your brand have a through line?
Every organization—whether it’s a for-profit corporation or a nonprofit—has a top line and a bottom line. But does your organization also have a robust “through line”? MORE
What is brand strategy? What is business strategy?
Should you focus on business strategy or brand strategy? Smart leaders know that's a false choice. But which comes first? How is each defined? MORE
Brand is not…
Dozens of articles and books have tried to explain the concept of brand, yet people are still confused. To learn what brand really is, let’s explore what it is not. MORE
Strategic leaders need brand insights
Leaders value their own experience & instincts, but should seek key insights from stakeholder research—asking questions & listening actively. MORE
Is qualitative research only for big brands?
Leaders of small to medium brands need to listen to stakeholder voices every bit as much as big companies and consumer brands. MORE
DIY market research: your mileage may vary
Running your own online surveys or in-house workshops? It’s unlikely you’ll discover the game-changing brand insights you’re seeking. MORE
Thinking about rebranding? Think again.
What you really want may be a new way of seeing things, rather than a new way of being seen. MORE
Brand myths & legends: Jobs, Ford & Apple
If you were asked to name a truly legendary brand, Apple may well come to mind. How much of that legend is clever brand-building? How much is myth? And does the difference matter? MORE