Brand Strategy

The Value Proposition Misunderstood

The 4 things a value proposition needs to do. Why is the value proposition so misunderstood? Maybe it’s because it is often confused with the most current campaign slogan. Or because it’s seen as the latest “get-more-for less” promotion. The

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know what your brand stands for
Brand Strategy

Know What Your Brand Stands For

Understanding How Brand Works One of the first questions that we ask our clients is what they believe their brand stands for. Without exception we get as many different responses as the number of people we ask. Research has shown

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vision versus mission
Brand Strategy

Vision Versus Mission

Understanding How Brand Works The cornerstones of most organizations are their Vision and Mission statements. Not everyone agrees, however, on what the difference is between them. Which is more foundational? Is it necessary to have both rather than just one?

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eight tips for core values
Brand Strategy

8 Tips for Core Values

Honesty is not a Core Value, but it could certainly be part of a larger set of Universal Values. Innovation is not a Core Value, although it might be part of an Industry set of values where innovative thinking is critical to

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