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.
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Say What You Mean Starting with SAY can allow companies to DO different things.
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Absorbing Complexity In order to create simplicity, organizations have to absorb complexity.
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The Wisdom of Salespeople Sales are the lifeblood of any organization, but salespeople have even more to offer.
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Brand Love People love brands—and love to hate brands.
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Brands, Beliefs, and Experience Brands are bigger than they appear.
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Second Cities Start looking at the market from different perspectives.
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Next Wave Furniture Innovation Furniture innovation goes beyond furniture
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Tell a Different Story: Meaningful Talent Acquisition It’s time to build a talent-centric acquisition process.
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The Most Important Things (Are Nobody’s Job) Customers are looking for meaningful experiences. Brands need to connect the dots.
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The Landscape of Furniture and Work Trends shape the industry landscape. Competitors will need to mind the waves.
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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.
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Optics - Say vs Do Having "bad optics" suggests dodging the truth as technique. There is a better way.
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Regional Branding Can the branding principles that apply to organizations also apply to place?
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Brand is Not a Garnish Lipstick doesn’t go on pigs, and brand is not a garnish.
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Transformation and Identity Leaders lead by confidently taking a bold steps.
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Brand Forward Brand meaning and customer experience are foundational for brand platforms.
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Finding Strategic Focus Trying to be all things to all people?
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Branding, Not Blanding A deeper dive into our book, Brand Identity Essentials.
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Brand Inspiration An inspiring business plan provides the best inspiration for a brand identity.
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Strategic Branding Positioning is about getting different.
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Brand Commitments Brands are like people. People whose actions are consistent build a strong identity.
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Authentic Brands Authentic brands are sustainable brands.
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Brand Idealism Brands are about ideas, and chase ideals.
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Witty Brands Brands that employ wit to bring a smile to people’s faces have a way of standing out.
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Originality in Branding Originality requires both knowledge and courage.
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Brand Competition Getting different means being aware of – but not copying – your competition.
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Brand Evolution Healthy organizations and brands embrace change.
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Multiple Brands Every brand is an investment and a choice.
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Brand Psychology Brand value is more than meets the eye.
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Sustainably Different Building brands that outlive market cycles.
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Make Research Actionable Avoiding the gap between insights and application.
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Above the Market Noise Start integrating your consumers point of view.
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Is Prestige Dead in Higher Ed? Rising education costs and the value of the degree.
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Top-Line Growth Three elements for generating consistent top-line growth.
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Your Inner Brand Was Carl Jung an expert in branding?
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Alumni are Worth More than Donations Using alumni in the admissions process.
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The Changing Education Landscape Rethinking outreach to prospective students, parents, and donors.
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The Creator Lever Finding space to co-create meaning.
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Furniture or Technology? Positioning new product technology.
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Authentic Brand Engagement Driving brand engagement by authentic interactions.
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Brand and Customer Identity Six stages to link your brand identity to your customer.
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Challenger Brands Brands that challenge increase awareness.
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Connect With Your Customer 5 steps for creating a sustainable advantage in the connection economy.
