Strong brands.
They make businesses more valuable. CEOs and investors intuitively know it (even if they can’t value them on the balance sheet).
Yet, rather than the means for creating a key strategic asset, branding today seems little more than an afterthought.
Read MoreBrand names. They can seem critical to a brand’s success, conveying the brand’s essence or promise. There’s a whole industry behind naming them.
Yet in reality, they mean little by themselves. McDonald’s, Nike, or Uber didn’t start iconic. They only became meaningful through people’s experience of the brand.
Brand names are simply about recognition.
Read MoreMarketing. It can feel a very rational, data-driven activity. We target consumers, we promote, and we convert, all the time using data to optimize what we do.
But consumers are not just pieces of data, defined by what they buy. They’re people, and our success depends on understanding and motivating them.
Marketing is at heart a people business.
Read MoreAdvertising.
We understand how it works better than ever. And it’s everywhere. This should be advertising’s golden age.
Yet it’s never been harder for advertising to make an impact.
Read MoreEmployees. They’re people.
In a world where brands are defined by the customer’s experience, you need these people to live your brand. Yet you can’t just instruct them or program them to do so.
Your brand needs to be worth living.
Read MoreAuthenticity.
We crave it. In a world where everything seems fake, being real has literally become the real deal.
But authenticity has never been central to the branding playbook.
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