Mission Statement vs. Brand Promise: How Do They Differ?

Mission Statement vs. Brand Promise: How Do They Differ?

Executive coach and public speaker Gerry Valentine’s piece for Forbes on the importance of an inspiring mission statement (“Want To Make Your Company Resilient? Start With An Inspiring Mission”) is a reminder of just how subtle the differences are between a mission...
Sugar and Spice: Nice Brands Finish Ahead

Sugar and Spice: Nice Brands Finish Ahead

Valentine’s Day is around the corner. It’s a day for love, thank goodness! Spend too much time online reading news headlines and social media comments and you might get the impression that anger and hostility have won the upper hand. What Are Nice Brands to Do?...
Social Media for Manufacturers: 5 Practical Marketing Tips

Social Media for Manufacturers: 5 Practical Marketing Tips

When a high profile B2C brand like Nike or Red Bull posts online, it might get thousands—sometimes even millions—of social media likes. That’s impressive until you realize that the Kardashians get the same response when they share their latest “news.” As a B2B...
Use Selfies to Build Your Company Brand

Use Selfies to Build Your Company Brand

Like many Americans, I visited a National Park this summer. And like many Americans, the crowds overwhelmed me. (Read “Record Crowds Make America’s National Parks Hard to Bear.”) On the one hand, it is heartening to see so many families enjoying our country’s natural...
Every Brand Story Needs a Hero

Every Brand Story Needs a Hero

In content marketing, the brand story is everything. While content marketing is relatively new, storytelling has been around for ages. Stories have always been the key to convincing people to do something, buy something, or tell their family and friends about...

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