You’ve invested organizational resources to develop a solid brand strategy, one that differentiates your company in...
Brand Strategy Articles
Every Brand Story Needs a Hero
In content marketing, the brand story is everything. While content marketing is relatively new, storytelling has been...
What Would Prince Say? A Brand’s Misguided Tweet Offers Social Media Lessons for All
With Prince’s death, the world has lost another musical legend. An ambitious artist with unbelievable talent and...
Brands Get Real: How Real Reople Can Make (or Break) Your Company's Reputation
The photos are what caught my eye in a Wall Street Journal article entitled “More Brands Want You to Model Their Clothes,” by Christina Binkley (article and photos here). First, there is the photo of two adorable Boxers wearing elaborate turquoise beaded necklaces...
Turn Your Brand Story Into a Sustainable Competitive Advantage
Companies have more control than ever to write, produce and distribute their own branded content across a variety of mediums. If you've ever pitched, prodded or pleaded with a journalist to land favorable media coverage, you'll welcome the prospect of having more...
Brand Portland: Has the Public Relations Train Reached the End of the Station?
A 3/21/13 article in the Portland Tribune (“Tick-Tock Brand PDX”) poses interesting questions. Are Portland, Oregon’s 15 minutes of fame over? Has our fair city really become more hyped than kale? The answer is “perhaps.” And that’s okay. We think it’s time for the...
Emotional Branding: When a Logo is More than a Logo
This past week, I had the opportunity to brief a board of directors on the progress that my firm has made on behalf of an organization that is trying to extend its brand—a brand that has served rural markets for 118 years and that now seeks to expand into...