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 […]
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. […]
Old Stories Made New
September 30, 2014 by 2 Comments
Once upon a time, in a kingdom not so far away, the good people who make children’s books wanted to tell their story of quality and care. But the nasty ogres of boring facts, speeds and feeds, stats and figures turned around and devoured their every attempt. Because, well, frankly, no one in the kingdom […]
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 […]
