Brand Management

This year has reminded businesses and brands that the work of being a consistent source of value is never finished. In helping clients reimagine their offerings and relationships for lasting value we discovered ten things that may help you do the same.

To succeed in today’s unpredictable brand-business environment, organizations must build Trust Capital. In general, most businesses focus on three forms of organizational wealth: Financial Capital, Intellectual Capital and Human Capital. However, there is a critical fourth component: Trust Capital.

Even the world’s most successful marketing companies periodically fall into the “assumption trap” where they are confident that they know enough to sell their product without pursuing new information to challenge their assumptions.

There are over 100 entries on the Wikipedia list of social movements. They include veganism, #metoo, men’s rights, organics, indigenous rights, black lives matter, pro-choice, tea-party and eco-feminism. There’s a prominent note on the page saying, “this list is incomplete, you can help by expanding it.”

The Presidential campaign is over, but the campaign to restore America has just begun. People are the fabric of any democracy and the frayed narrative of our Union must be rewoven to include everyone.