Who are you?

Jan 9 2019

FT writer Laura Noonan does a great job pointing out the culture shock that many (most?) former bankers face when joining a startup. In her article yesterday, she also mentions how the change spotlights any fissures or weaknesses in an executive’s personality as, in effect, the safety net is pulled away. While I am sure these executives – a number of whom are our clients – have spent a lot of time thinking over this, have they put as much effort into isolating the true purpose and personality of their new firm? If not, it could prove costly.

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Who will win the marketing world cup?

Jun 21 2018

The 2018 FIFA World Cup has kicked off in Russia with 32 national teams fighting to win the coveted gold trophy. It is also the ultimate test of global sporting brands and their content strategies. In a tournament dominated by heavyweight spenders we believe there could be some surprise winners on – and off – the pitch.

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4 New Year’s Resolutions to Revamp Your Brand in 2018

Resolutions
Jan 23 2018

We’ve all heard the phrase, “New Year, New Me”. It is a symbol of change and commitment. While individuals partake in lifestyle changes every year, businesses can also benefit from a resolution or two. Changes can be made at any point of the year, but the beginning of a new year is the perfect time for any firm to start doing things differently.

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The Changing Brand of the White House

White House Brand
Jan 19 2017

You might not have ever thought about the White House as a “brand.” But it is. It represents an important institution in American government, it is recognizable both as a place and more importantly as an entity, and it aims to meet the needs of its audience. Coming out of a divisive election year and with the inauguration upon us, the White House brand is changing, perhaps more extremely than at any other time in history.

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Your brand screwed up. Now what?

Manage brand crisis
Oct 20 2016

At some point in your career, you will likely face the challenge of overcoming a negative situation for your company and a brand crisis. If you are lucky, this will be a relatively minor issue, one that you are able to overcome with limited long-term impact on your brand. But if you are a company like Yahoo or Wells Fargo, you could face a PR crisis on which rests much of your brand’s image and reputation.

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Your Brand: Should You Dare to Compare?

Comparing Brands
Apr 7 2016

I was recently watching a kid-friendly TV show with my family. One of those typical commercials came on comparing diaper brands in a side-by-side demonstration, using that curious blue liquid that is simultaneously poured out of two glass beakers. How much will each absorb…how quickly…? My daughter turned to me and said, “You know, I really hate those commercials.”

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