Shaping Brands

Influencing Behaviors

Telling Stories

Transforming Business

Reinvention is the Key to Sustaining a Brand

The tragedy of the day is Sears. They are nose-diving with no end in sight. After comparable store sales falling off between 16-17% in 2017, no one can see a way to reverse this trend. Wall Street ‘s collective view is that they will be lucky to… Read more →

Branding Tactics for Outsourcing Companies to Accelerate Growth

Significant changes in the outsourcing industry in the past few years mean that outsourcing companies must re-evaluate their branding if they want to succeed in the new environment. These changes are the result of many converging dynamics. Understanding the nature of what is changing can help companies… Read more →

The Investment Management Brand Imperative

Build a great differentiated brand or drown in a sea of sameness. Today having a strong investment management brand is not a nice to have, it’s an imperative. For years building an investment management brand was left to the big mutual fund players and others vying for… Read more →

United Airlines… It Could Have Been Me or You.

When a brand has a problem, and all brands do at some point or another, people process the nature of the flaw differently. If it touches them… they react very personally. Key media platforms, like YouTube, feed this beast and all of a sudden a brand has… Read more →

The Radical Advertising Strategy Of Chrysler's Kumbaya King

On any other day the actor Sean Penn would score a seat at the head table for a private luncheon where he was about to be honored for his extraordinary earthquake relief efforts in Haiti. But on this particular April day in Chicago all the seats next… Read more →

Brand Valuation – Leveraging Brand Value to Increase Revenue, Lower Cost, and Reduce Risk

Brands have value, sometimes quite a bit. There are ways to measure and leverage this value to grow business. In the last two decades, there has been significant work in refining methodologies to both measure brand value, and then use it as a proactive business tool to… Read more →

Tesla Drops “Motors.” What’s Next?

Tesla just announced that it is dropping “Motors” from its name to signal that it’s moving into  businesses other than cars. They will, at least in the foreseeable future, be an unparalleled sustainable energy company. However, at the pace they are moving, one can only imagine what… Read more →

'Go Further' Brand Message Is Aimed at Ford's Employees, Too

Ford’s new branding effort has two important audiences: the world of car buyers — and Ford employees. So when the company urges all within hearing to “Go Further,” it’s not just appealing to consumers in America or China to take that extra step and check out a… Read more →

Why Brand Architecture is a Critical Strategic Imperative

Brand Architecture is a key strategic tool to organize a business so that audiences will understand what you offer and how they can engage. The rules for organizing brands today are evolving. There are important forces that have changed how external audiences engage with brands. Probably the… Read more →