The Leading Brand Strategy Agency Dedicated to Building B2B Brands
Why logos change
“If things are to remain the same, then things must change.”Guiseppe Tomasi di Lampedusa: The Leopard It’s an immutable truth of business: as companies evolve and change according to market dynamics… More
Why 'culture' is Merriam-Webster's 2014 Word of the Year
Chances are you’ve heard the word ‘culture’ a lot recently. It seems to be everywhere - business articles, industry conferences and company meetings. It’s hardly surprising to learn, then, that cultu… More
From B2B to B2P - the rise and growing brand influence of the Prosumer
In my last corporate job I was given a Dell computer, a Blackberry and a flat warning from the IT manager: don’t try to use those Apple toys for work, I was told, they are not secure and we don’t sup… More
The rise of the Interstice Economy and the decline of brand accountability
Much against my better judgment I found myself in a car dealership one hot summer day. I was enticed by a seductive and beautifully crafted marketing video depicting happy and attractive people who f… More
Surviving the merger: Top 10 considerations for CMOs
There’s one sure thing in the high-stakes world of 21st century mergers and acquisitions: there will be changes. At the very top of the organization, executive roles are often agreed as part of the … More
Employee Engagement Do engaged employees have a positive impact on a company's financial performance
The recent stats would say yes. For example, the publically traded company’s listed in this year’s Fortune 100 Best Companies to work for, outperformed the S&P 2 to 1. A great culture is great fo… More
Brand Proliferation What it is and what you can do about it
Brand proliferation is a business malady that afflicts certain kinds of entities, particularly global corporations, conglomerates and holding companies. It usually occurs as a consequence of healthy … More
Successful Brands Go With The Flow of Change
Heraclitus, the Greek philosopher, would have felt at home at the conference on Corporate Brand Reputation held in New York on June 9 and 10. He was famous for his insistence on ever-present change … More
Branding investment and return: a new way forward
What’s the ROI on branding? If there’s one question that leaves even the most experienced brand strategists fumbling for an answer it’s that one about ROI. It’s a good question and one that deserve… More
De Branding as Re Branding and Internal Equity or Brand Myopia
Strange as it may sound, some of the most important work we do does not involve building or even refreshing brands, but simply finding brands to retire.  I hesitated to use the word “simply” because … More