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Author Archive

Brand Essence

Linking Brand Essence And Growth

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The Brand Essence Brand Value Liaison

The key to a successful repositioning program is clear thinking about the nature of your brand essence. Many companies skip the brand introspection, purpose, values and philosophy step. Instead they go straight to product line planning and marketing tactics.

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Brand Management

Releasing The Opportunity In Brand Fields

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Releasing The Opportunity In Brand Fields

Plato’s ‘theory of forms’ or ‘theory of ideas’ argues that non-physical (but substantial) forms (or ideas) represent the essence of reality. Another way of stating this…before a thing exists, first there is the idea of the thing.

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Brand Management

4 Questions That Unlock Brand Potential

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4 Questions That Unlock Brand Potential

It’s difficult to escape the pervasive influence that brands have on our lives. In the broadest sense, brands constitute the organizing mechanism to help us navigate through each day. What we drink, eat, or drive, what products we use at home and at work, where we play or vacation, where we live, what we watch, what we read, and even who we interact with, and how, are arguably “brand” choices. That is, they are a function of the set of values and perceptions we have about companies, products, services, or even TV shows, people and places that form in our minds.

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Brand Storytelling

Every Brand Story Must Reflect Brand Values

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Every Brand Story Must Reflect Brand Values

A recent article in Forbes on how ‘Warner Brothers Destroyed Superman’s Brand For Their New Franchise’ is a study in the golden paradigm of storytelling and the fortunes of the company.

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Brand Innovation

Brand Innovation Requires Next Level Thinking

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Brand Innovation Requires Next Level Thinking

In an unprecedented era of innovation and value creation leading brands are taking ‘out-of-the-box’ thinking out of the cliché pile and making it a way of life. Lateral Thinking™ is one approach I use that enables breakthrough, creating a lens that helps marketers see hidden opportunity.

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