Eliminate First

Before you bring something new home, to the office or the warehouse remove something first, in some cases remove truckloads. Look around, if you have not used it or touched it for two years or more sell it if you can or recycle it. Surround yourself with things that matter. A few things of beauty, utility and inspiration but keep a limit on it. Before you add a new procedure, process or system look for the obsolete first and remove them. Look for the clutter in your life and your business and eliminate it. Surround yourself with beauty, quality and utility and ... Read More

Brand Building Made Simple

A brand identity program encompasses a unique visual language that will express itself across all applications and touchpoints.  Regardless of the medium, the applications need to work in harmony. A touchpoint-driven program can lead to effective brand building, often without spending lots of money, because it can involve enhancing what the organization is currently doing. Read More

Brand Identity Made Simple

Informed by business and brand strategy it is tangible, appeals to the senses, you can see it, touch it, hold it, hear it, and watch it move. A set of tools designed to express the richness, texture and clarity of the brand. You can not win the hearts of customers unless you have a heart yourself. --Charlotte Beers, J. Walter Thompson Read More

Brand Strategy Made Simple

Align with business strategy, state your position, articulate the personality of the brand, be differentiated,  define competitive advantage and value proposition. In other words, know and be thyself. A brand is the face of a business strategy. --Scott Galloway, Prophet Brand Strategy Read More

Business Strategy Made Simple

Start with an objective, then determine how you will achieve the objective (strategy), assign responsibility, implement, follow up regularly and make changes to strategy when necessary. Strategy involves focus and therefore, choice. Choice means setting aside some goals in favor of others. Read More

No More Wasted Time!

At a certain point in life we all ask ourselves the question, How do I really want to live my life?" What is truly important to me? What really matters? As we begin to act on the answers to these questions we say "yes" and "no" more often. "Yes" to the things that matter and "No"  to the things that don't. In our businesses this can deeply affect the fundamental way we in which we work. Over the last two years I have witnessed the affect such a shift can have on marketing. It begins with the same realization that we only have a ... Read More

The Top Line Oh Boy! the top line sure ain't what it used to be! The words of a business owner as we talked about the goals of his brand. Like most of us, the last two years have pummeled the brands revenues, in this case  40% decline. As we talked about the brand and its target market, buyer persona's and channels used to reach them a common theme has emerged. What worked in the past is not enough anymore. For those owners and managers of brands who are still committed to growth something has to change. The truth is in the pre 2008 ... Read More

As a  kid in the late 60's  I began my entrepreneurial career as a reseller of glass, primarily pop and beer bottles, we (one of my brothers or a friend) would grab our Radio Flyer wagon (great brand) and hit the streets and alley's in the very small town where I grew up. We would go door to door and ask for empty bottles,rummage through garage's and garbage cans in search of  inventory, our only cost was our time. The Coke bottles brought in the highest revenues and the beer bottles with the ring around the top came in second, at least that's how ... Read More

What Brands Do

Brands are allot like you and me, they build trust and emotional attachments with people who matter to them. As a result they nurture relationships between customers and products or services that withstand pricing wars, transcend offers from new and old competitors and can overcome rare lapses in product or service expectations. And like you and I the best brands don't want  just to be known and trusted, (however that is a good start) no, we want to be loved as well and great brands are loved. My kids have stickers plastered on their motorcycles, guitar cases, on the walls of there rooms. I still wear ... Read More

Brand Promise

In an earlier post I proposed that  a brand is essentially a promise. I also stated that if we really grasp this idea we have a great shot at building something special. I would like to take a moment and caution you on an obstacle that you will encounter along the way. The obstacle is people, as in employees, customers, vendors and colleagues. Don't expect everyone to get it right away, they won't: after all you most likely did not get it right away yourself. Once your promises have revealed themselves as a leader begin to incorporate them into your speech and ... Read More