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Building brand trust in uncertain times: Lessons from Target, Tesla, and the power of staying true to your values
The imperative of brand trust in uncertain times Chaos and uncertainty aren’t just buzzwords—they’re the daily reality for businesses navigating an increasingly volatile landscape. From political upheaval to economic whiplash, consumers are watching closely to see which brands stay true to their values and which ones buckle under pressure. [...]
Creative Thinking: The business edge you can’t afford to ignore
TL;DR: Creative thinking isn’t a luxury. It’s a strategic advantage that drives innovation, adaptability, and long-term growth. Businesses that sideline it in favor of efficiency risk becoming forgettable. What creative thinking really means Creative thinking = strategic problem solving with imagination. Why businesses overlook it Let’s be clear from [...]
The power of naming: Why a framework matters for your brand
In a noisy, competitive marketplace, every brand is looking for ways to stand out—and a strong naming framework can give you that edge. Whether you’re launching new products, services, or internal processes, it’s easy to get carried away with naming everything individually. But without a solid framework, this can create [...]
A brand positioning lesson: Why it matters to listen to your employees
When we asked employees at Slick Tech Manufacturing* to tell us how they thought their customers would describe them, “clueless, incompetent, and mistrusted” were not the words we were expecting to hear. One salesperson even told us he had proudly worked there for many years, but now was embarrassed [...]
Brand positioning first. Marketing tactics second.
TL;DR: Tactics without positioning are wasted effort. Strong brand positioning is the foundation that makes every marketing activity more effective. Unless you work for Trader Joes or Tesla—both known for their ability to thrive with minimal marketing efforts—you’ll probably need to dip your toe into the shark-infested waters of marketing [...]
Internal Voices: The key to mastering your real brand story
The stories you tell about your organization can either guide you like a beacon or mislead you like a mirage. And right now, amidst one of the most significant global upheavals of our time—with the pandemic, geopolitical shifts, and societal reckonings—the fabric of some brand stories is wearing thin. If [...]
Hey manufacturers—you need a strong brand too!
So, you signed up for that tradeshow and you’re ready to make a big splash. Awesome. When you get there, take a walk around the floor and look at all the different ways companies are representing themselves through branding. Don’t just look at logos. Notice their brand colors, the images [...]
Yes, you should be on social media, but first…
“Should we be on social media?” is a question we’re often asked by clients who are considering dipping their toes into a new channel. “Is it worth it?” they wonder. Like most questions in life, our answer is “yes, but…”. Content marketing—and through it, social media—is a fundamental brand-building [...]
Nonprofits: Here’s how to get the most from your marketing
Nonprofit marketers are constantly challenged by the less-than-adequate budgets they’re typically given to work with. Some argue that cause-focused companies would do better if they spent more on marketing.1 I fully agree but arguing that point is for another day. For now, let’s focus on how you as a NP [...]
Avoid this mistake when launching your brand refresh
Picture this: Your company introduced some new products thanks to your brilliant R&D team. Or you’ve acquired a new business that fits with your long-term growth goals. Or your brand looks like it was last updated in 2004. Whatever the reason, your leadership team has finally given you the green [...]
