Brand Meaning
Brands are ideas, perceptions, promises. Future-proof brands reflect the values of the people they serve beyond today's offering. They can reflect a specific human need to a depth that products, services, or even the organizations offering them cannot. When an organization invests (both monetarily and emotionally) in discovering these human needs – the things their customers value - then that organization has taken the first step toward a brand claim that can outlive market changes.
- Brand Meaning Connect With Your Customer 5 steps for creating a sustainable advantage in the connection economy.
- Era of Choice Leadership and Change It's a new ballgame for business, but most organizations don't have a new playbook.
- Brand Meaning Challenger Brands Brands that challenge increase awareness.
- Brand Meaning Brand and Customer Identity Six stages to link your brand identity to your customer.
- Brand Meaning Authentic Brand Engagement Driving brand engagement by authentic interactions.
- Brand Meaning Furniture or Technology? Positioning new product technology.
- Brand Meaning The Creator Lever Finding space to co-create meaning.
- Era of Choice Brand Psychology Brand value is more than meets the eye.
- Brand Meaning The Context Lever What are you asking customers to buy into?
- Brand Meaning The Content Lever Content that connects with your customer.
- Era of Choice The Changing Education Landscape Rethinking outreach to prospective students, parents, and donors.
- Brand Meaning Alumni are Worth More than Donations Using alumni in the admissions process.
- Brand Meaning Your Inner Brand Was Carl Jung an expert in branding?
- Brand Meaning Multiple Brands Every brand is an investment and a choice.
- Brand Meaning Top-Line Growth Three elements for generating consistent top-line growth.
- Brand Meaning Is Prestige Dead in Higher Ed? Rising education costs and the value of the degree.
- Brand Meaning Furniture Focus Aggregators and the long tail of contract furniture.
- Era of Choice Brand Evolution Healthy organizations and brands embrace change.
- Brand Meaning Above the Market Noise Start integrating your consumers point of view.
- Brand Meaning Brand Competition Getting different means being aware of – but not copying – your competition.
- Brand Meaning Giving Research a Life Finding meaning in research.
- Brand Meaning Originality in Branding Originality requires both knowledge and courage.
- Brand Meaning Make Research Actionable Avoiding the gap between insights and application.
- Brand Meaning Witty Brands Brands that employ wit to bring a smile to people’s faces have a way of standing out.
- Brand Meaning Brand Idealism Brands are about ideas, and chase ideals.
- Era of Choice Authentic Brands Authentic brands are sustainable brands.
- Era of Choice The New Middle Globalization and the long tail have reset the market
- Brand Meaning Brand Commitments Brands are like people. People whose actions are consistent build a strong identity.
- Brand Meaning Sustainably Different Building brands that outlive market cycles.
- Brand Meaning Strategic Branding Positioning is about getting different.
- Brand Meaning Brand Inspiration An inspiring business plan provides the best inspiration for a brand identity.
- Brand Meaning Branding, Not Blanding A deeper dive into our book, Brand Identity Essentials.
- Brand Meaning Finding Strategic Focus Trying to be all things to all people?
- Era of Choice Brand Forward Brand meaning and customer experience are foundational for brand platforms.
- Era of Choice The End of Marketing It's the end of marketing as we know it (we feel fine).
- Brand Meaning You are the Decider Strategy is about choices. Leaders need to make them.
- Era of Choice Transformation and Identity Leaders lead by confidently taking a bold steps.
- Brand Meaning Brand is Not a Garnish Lipstick doesn’t go on pigs, and brand is not a garnish.
- Brand Meaning Regional Branding Can the branding principles that apply to organizations also apply to place?
- Brand Meaning Optics - Say vs Do Having "bad optics" suggests dodging the truth as technique. There is a better way.
- Era of Choice Collapse and Opportunity in the Built Environments Value Chain How companies communicate and conduct business continues to change, and competitors need to position themselves to be ready.
- Era of Choice The Landscape of Furniture and Work Trends shape the industry landscape. Competitors will need to mind the waves.
- Design Thinking The Most Important Things (Are Nobody’s Job) Customers are looking for meaningful experiences. Brands need to connect the dots.
Other categories to help jump start your team and brand:
