PinnedMember-onlyChanging of the Guard: From Building Longevity to Living BrandsWith the growth of digital technologies, it sometimes feels like the world is changing faster than ever. Change seems to have sped up even more over the last few months too. It’s little wonder that the techniques our brands used in the 1990s or early 2000s no longer resonate. The…Livingbrand6 min readLivingbrand6 min read
PinnedMember-onlyThe Customer Experience IS your Living Brand!Over the last decade, many companies have become interested in “customer experience.” Experiential marketing isn’t really new, but the idea that it’s one of the only ways to market is somewhat new. Why has customer experience become so integral to our brands? If you look close enough, you’ll see it’s…Branding7 min readBranding7 min read
PinnedMember-onlyDrive Them Wild: The Principles of a Brand That Customers Obsess OverAs Marketers, we spend a lot of time thinking about how we can become the next “it” brand, the name on everyone’s lips. We want to be more than household names-we want to define our categories, to become not just brands but verbs. Think about Google-it’s so much more than…Branding7 min readBranding7 min read
PinnedMember-onlyCrafting a Living Brand: Tips from the TrenchesMarketers used to talk a lot about building brands, creating solid foundations. These were brands that were built to last. Even if our building went out of style or we ended up with a leak or something, we could always renovate or restore. Now, though, Marketers are starting to think…Living Brand7 min readLiving Brand7 min read
Apr 22, 2021Member-onlyMarketer Quite Contrary: The Importance of Contrarian Thinking in MarketingThere’s a certain comfort for us in consensus. If everyone agrees something is a good idea, then it must be a good idea, right? This thinking is often quite pervasive in marketing circles, even if we don’t recognize it right away. We can see it in so many different forms…7 min read7 min read
Apr 22, 2021Member-onlyCreating Sensory Experiences in a No-Touch WorldThere’s no denying that people enjoy sensory experiences. In fact, some of us seek them out, even crave them. Whether it’s delighting our taste buds with a new culinary experience or jamming to the music through our earbuds, we live for sensation. One sensation we often forget about is touch…5 min read5 min read
Apr 22, 2021Member-onlyResearch is the blueprint for a relationship…and is seen as a cost… or worse a gift to marketers!The year of new traditions! Fluid changes. We’ve all no doubt had moments that felt this, especially in the workplace. It seems like the office holiday party may be a thing of the past. The office itself might be a thing of the past for some businesses. Another thing that’s…5 min read5 min read
Mar 29, 2021Member-onlyReinventing the Shopper Experience…Are You Ready?Back in the spring, we were all hopeful that lockdowns would be temporary. We hoped that, by acting early, we could get this situation in the rearview mirror. As we keep moving through the fall, though, it seems we’re in this for the long-haul. The second wave of sorts is…Purpose5 min readPurpose5 min read
Mar 29, 2021Member-onlyThe Value of VisionFall weather seems have to have us moving two (or even three) steps back from where we were in the summertime. That’s rough for many people-maybe you included. We felt we were moving forward, back towards “normal.” …Purpose6 min readPurpose6 min read
Mar 29, 2021Member-onlyLeading with a PurposeOur organizations have been asked to step up to the plate over and over again this year. In times of uncertainty, people look to entities they trust -whether those are people or brands or companies. And, as brands, we’ve had to show our customers that their trust isn’t misplaced. We’ve…The Why6 min readThe Why6 min read