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.
- Era of Choice Next Wave Furniture Innovation Furniture innovation goes beyond furniture
Other categories to help jump start your team and brand:
