Why do CEOs hate branding?

Actually, only a few CEOs hate branding. Many more distrust it. And for good reason. Finance and Operations, the career paths of most CEOs, involves stuff you can control within your four walls. You can lead; people will follow. You can establish procedures; they’ll be in place. Hire, fire, budget, steer the ship. You have control, to one degree or …

Get your brand to the intersection of S and D

A young marketer asked for help on a LinkedIn discussion board: what advice would we give him as he started his career? Our reply, in three words: Never Accept Ordinary. Good advice, sure, but perhaps ordinary. So, let’s expand on it a little. Great brand connections often begin at the intersection of Surprise and Delight. Never settling for the normal/functional/expected/ordinary …

Keep your “drill down” down

Writing for and designing websites means serving three audiences, all of them important: people who want to hear your brand story (Quals), people who also want to know your proofs and processes (Quants), and search engine robots (Bots). Most websites fail this test. The biggest failure is not realizing that 86% of visitors, the Quals, just want to hear your …

DIY branding advice for CEOs. In one word!

Don’t. Dear CEO: branding is probably not your core competency, or even a game where you read the box scores daily. It’s best outsourced to experts, for the same reasons you outsource brain surgery or elevator repair – find smart people with specialized tools and experience, then demand good outcomes. I have to admit that a few years ago I …

Setting fire to money

Most local advertising fails. The failures are twofold: the brand messaging is unstrategic, and the media planning, negotiating and buying is unsophisticated. Result? A bonfire of benjamins. We can help. Call us.

The success of the Rapture, with lessons for your brand

The Rapture? A success? Despite the flood of jokes about the failure of the Rapture to appear on time, bear this in mind: the radio evangelist who managed and promoted this Brand netted more than $70,000,000 for his efforts. A sum, it must be added, he is not about to refund to his followers. $70 million dollars in his bank …

Three strategies for tough times

Current economic conditions mean your category is in flux. You and your competitors face tough choices. You have your brand to protect, so you have three strategic choices: spend less, spend more, or pretend nothing’s changed. Ignoring the fantasyland of choice #3, what’s the best strategy for you? Choosing between cost-cutting and aggression is easy, once you ask yourself a …