Rebranding is challenging in the best of times. It is easy to change too little when the change doesn’t matter or is worth the effort or expense. Or change can be so dramatic that it erodes or potentially destroys any
Vision statements are challenging. But there are numerous resources available all over the web on how to create them. It’s easy to find guidance and direction in their development. And countless examples. So why are there so many poor vision
The traditional approach to building a brand strategy platform is to start with the vision, add the mission, and build up from there. That makes sense and it’s how we usually approach strategy development. It’s the vision that sets the
Unfortunately, not all brands live forever. Some simply die from natural causes. They become too old, too feeble, and just can’t manage to stand on their own two feet. Like Sears. Other brands were just too short-sighted and their products
You may not be looking to be acquired now. But is an acquisition pay-off in your long-range plans? This is the dream exit strategy for many small and medium-sized businesses. The question is how do you prepare and when should
Brands are built from the inside out. How employees feel about your brand translates to how customers feel about your brand. A culture that engenders belief in and a commitment to the brand is at the heart. But it is
Pharma Has Set the Bar Pretty Low Are you are looking for inspiration on how to create a bad name for a branded product? Look no further than the Pharmaceutical industry. To be clear we are talking about the brand
Meaningful Brand Attributes Will Set You Apart Courage is not often associated with a brand. But when it is it becomes an identifiable and differentiating characteristic that can be both meaningful and inspirational. That’s what makes brand character such a
Making brand design decisions isn’t easy even for design professionals. Clients who may not be so versed in design principles find it even more difficult. A name, logo, or other key brand expressions will shape competitive distinction and recognition. It’s
Is a Brand Plan in Your Plan? Most organizations have already done their plans before the beginning of the year. But it is never too late if you haven’t. Either way, January is a good month to revisit your plans
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