How do you position an organization in the rapidly changing branding world? Find your tribe, Pilgrim. Find a tribe of marketing change agents at business-to-business firms who see the world the way you do. Then, it might be wise to define your purpose in a way that resonates with them. In this case, it’s a […]
Behold, The Patron Saint of Purpose
November 1, 2014 by 4 Comments
If you have a cause or a purpose in your life and in your profession, you can learn a lot from the orgy of mirror balls and bubble clusters who is the new Mother Teresa of tribal leadership. Oh my Gaga! What the heck is tribal leadership? It’s connecting a group of people who share […]
And Your Job Is?
November 1, 2014 by 4 Comments
Oh, look. Bright, shiny things. Blingy kinds of things. Big data kinds of things. Automation kinds of things. Message mapping kinds of things. Content mumbo jumbo kinds of things. Going viral kinds of things. It’s all so totally awesome. Can’t see the goal for the tactics If you’re like me, there are a bunch of […]
What’s Culture Got To Do With It?
October 15, 2014 by Leave a Comment
“We flew into Iquitos from Lima last night. And the mess began as soon as we landed . The airport looked like a dilapidated barn.” “But they sure took baggage security seriously” “They wouldn’t let us have our bags until they checked the tags. I guess they have to do that here; otherwise people would steal […]
Draw The Line On Differentiation
October 2, 2014 by 1 Comment
Looking for brand differentiation inside your organization is like looking for a needle in a Betty Ford Clinic. Because differentiation doesn’t exist inside your programs, your offerings, or your organization. It only exists inside people’s minds. A cautionary tail Once upon a time there were three little piggies trying to differentiate themselves in the world. […]
Tell A Transmedia Story
September 30, 2014 by 4 Comments
The old brand story isn’t just dead, Woody Harrelson is smoking its ashes in his lucky skull bong somewhere right now. Will transmedia storytelling kill the branding star? What the heck is transmedia storytelling, and why is it becoming a hot topic these days? Well, in its simplest terms, it’s the practice of creatively linking […]
