WHY SUCCESSFUL LEADERS COMMIT TO BUILDING BRAND

While the power of strategic branding (we’re not talking logo design here) to help companies increase financial returns, both operationally and in M&A transactions is intellectually understood and acknowledged, it is, inexplicably, a frustratingly difficult sale. Forget the unfortunate reality that many people limit their understanding of “brand” to

Read More

BUILD YOUR BRAND OR LEAVE MONEY ON THE TABLE

Let’s start with this: your brand is not your logo or your color palette. It’s the perceptions and feelings people have about you, it’s what people say about you to others. Your brand is a relationship first, not a font. To earn that relationship, brands must have meaning, purpose and saliency. 

Read More

A Brand-Crushing Content Strategy

There are some obvious rules for good content, like make it useful and relevant. Give me something that makes my life better. Or entertain me, make me cry, laugh or ponder. Teach me something. Whichever direction you take, you have to deliver value. If I sacrifice my time to engage with you, you better do at least one of those things because if you’re not, you are wasting my time. I mean, who chooses to engage with content so they can spend time viewing a self-aggrandizing ad.

Read More

9 Reasons Your Brand Should Tell Stories

For CMO’s today, options for building your brand are changing before your eyes. These days, leading brands are thinking like publishers, creating editorial calendars, hiring chief content officers and curating their asses off. This is all good and well, but curated content simply won’t deliver the benefits of creating original, emotive content that tells stories. While a good content strategy most often includes curated

Read More

Creativity And A Propensity For Self-Torture

Whether writing words or pushing pixels, anyone wearing a creative hat in advertising is in the business to create. We’re in it to fulfill our love of commercial artistic expression for the gains of our clients, our agency and ourselves. We suffer the other 70% of our agency activities because we know the next opportunity is coming. We thrive on the anticipation of the next chance to create. It is our addiction and we will suffer just about anything for the next fix.

Read More