November 30, 2020

Featured Articles

The many ways to create value people care about

There’s more to creating value than adding features and functions to your product. A lot more ... Today people have so many choices between comparable products and services that feature functionality is the minimum requirement for consideration. It takes greater value than that to make a … [Read More]

Higher purpose matters to your customers and your sales

Here is a paradox for the times. A brand’s higher purpose is the reason it exists beyond making money. But brands that have a clearly understood higher purpose frequently have the greatest financial growth. That conclusion comes from a Millward Brown analysis of the 50 fastest growing brands … [Read More]

Building your brand on moments of helpfulness

There is a difference between branding and being a brand. Branding focuses on the grand gesture. The big ad campaign with major media impressions. The breakthrough product innovation. The viral marketing event. Those things capture top-of-mind awareness for a short period of time. But in … [Read More]

The stories that matter

The most powerful brand stories aren’t the ones we tell our customers. They are the ones customers tell themselves. People tell themselves stories every day to make it easier to understand a complex world. The stories they tell have little to do with facts, and a lot to do with how they see … [Read More]