How does one successfully bring a brand to life? You engage its stakeholders from the beginning. This may mean redefining what you consider “the beginning.” For effective employee engagement, “the … Continued

Do you have a successful brand? There’s one main person who will determine a positive response to this question: your customer. That’s why it’s important for customer expectations and brand … Continued

The thing I need most in my life right now is a purpose-driven paper towel brand. Isn’t that what you were thinking too? In any case, that was the title … Continued

It used to be simple: brands would appeal emotionally to consumers and rationally to B2B buyers. Often, B2B brands touted their expertise. Sometimes, that was enough. But then a funny … Continued

It’s hard to find a corporate statement that’s grander than a vision. That’s because a vision is a company’s purpose, one that’s hopefully said both succinctly and with style. It … Continued

If everyone says they are innovative, what does that say? Innovation is so ubiquitous these days, it’s hard to get beyond the word and stay ahead of its definition. But … Continued

Employee engagement is a powerful thing. It builds pride in a brand and drives rational and emotional engagement. It can also bring new meaning and definition to a company’s vision, … Continued

Millennials love meaning. Particularly, a brand that has it. That’s why research and brand strategy have never been more important. Because in order to maintain a core customer base of … Continued

I was having dinner with a friend (a CMO at a global corporation), when she explained her frustration with her CEO. “He just doesn’t understand one of our brands at … Continued