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Author Archive

Brand Purpose

The Process Of Becoming A Values-Driven Company

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The Process Of Becoming A Values-Driven Company

How often do we say, in other forums, to make sure we start with the consumer and not our own egos? The consumer now owns the brand relationship, not the other way around. We, as brand owners, are no longer in charge and can no longer dictate the terms of the brand relationship. Knowing that, it is incumbent that you begin the process of developing your brand values by immersing yourself in the values, vocabulary, and lives of consumers.

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Brand Management

Today’s Brands Need Heroic Credibility

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Today's Brands Need Heroic Credibility

Consumers have grown to distrust curated media and traditional marketing. They want to make their own decisions based on raw footage, real-time updates, and unfiltered livestreams. They don’t want the polished media release, the staged press conference and the practiced responses.

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