June 25, 2017

The new standard of authenticity

Authenticity is not what you think it is. A dictionary will tell you it means to be the genuine article, uncorrupted from the original. But for brands, it means more than that today. The standard for being an authentic brand is evolving. Defining authenticity is like defining a brand. It doesn’t matter what you say […]

The covenant of trust

People don’t just listen to what you say, they watch what you do. You get their attention when your mission and message line up with what they believe. They want to buy from a brand that shares the same values they have. It’s more than a transaction to them. It’s personal. When they choose your […]

Ready for primetime? How to revive a comatose Twitter account for a live chat in 30 days

Here’s a challenge for you: A client in a highly regulated industry just learned they are going to be featured in a primetime story on 20/20. It’s a rare public relations opportunity to shine in their industry. They’ve asked you to help get maximum exposure for them on Twitter. There’s just one little problem. Before […]

Uncover hidden gems that deliver a brand message ‘zinger’

It is like being in the Twilight Zone. You’re sequestered in a room with a half-dozen other business smarties toiling away at one of the toughest, most frustrating assignments you’ve faced in a long time. You’ve been tasked with describing your entire company in short sound bites that define your business. It should be simple […]