Every well-managed brand has a Brand Standard Manual (BSM). It’s sometimes given a different name, like Brand Book, Brand Bible, or Symbol Simon’s Guide to Don’t Mess With Our Logo. We’ll stick to BSM, thanks. Even more so, an underdog startup enterprise needs a BSM as a foundational document designed to achieve and express a consensus: this is who we …
Once (dramatically) upon a time … a PJLM interacted with a brand … That’s how the most engaging brand stories begin. PJLM is the indispensable element to make your narrative effective, the vital component that actually converts prospects. So, what is it? Here’s a hint: what do these ad campaign samples have in common? • An anxious teenage boy sprays …
I was reminded last night of our last discussion of brand linkage backfire, when I saw the first few seconds of an amazing tv spot I’d seen multiple times before. You’ve probably seen it: the animation begins inside the complex gears of a clock or watch, then pulls out past machine-like swimmers, birds, fish, sailboats, cars, bicycle riders racing around a mechanical velodrome …
