The Leading Brand Strategy Agency Dedicated to Building B2B Brands
Facing change? Make your brand the North Star of business transformation
During times of change, a new brand can be an effective strategic asset to drive business transformation. However, if the operating model doesn't evolve to align with the new brand, customers end up … More
Our Budget Methodology for Successful Brand Activation
Today I'm here to talk about what we typically go through in a brand launch planning process and how you can begin to think about what it'll take to effectively budget for and activate your new brand… More
To merge or not to merge: A roadmap to assess cultural integration fit
We are all painfully familiar with the high-failure rate of mergers. The many reasons behind the downfall of these corporate events have generated a plethora of business literature. But often times t… More
Today's best brands (regardless of size) think about their brand reputation on a global scale. That's not to say all brands have international communications or commerce as part of their strategy, bu… More
The Brand architecture conundrum in the world of B2B
As with many terms in branding, brand architecture is such a fuzzy concept. Most definitions coalesce around the Wikipedia version, which asserts: “Brand architecture is the structure of brands withi… More
The Transforming Power of Purpose - From Humble Beginnings to Monumental Success
Companies are comprised of people, not just product offerings. A good purpose statement inspires employees by expressing how the organization can impact the lives of its customers. If done well, your… More
How Marketing to Buyer Types Addresses Customer Concerns Better than Mere Personas
In our last installment of this series, we discussed how companies can and should use purpose, vision, and mission to attract new talent, inspire and retain current employees, and provide strategic c… More
The Marketplace and the Workplace: The New Battleground
  “To win in the marketplace, you must first win in the workplace.” The profoundly insightful words of Doug Conant, the internationally renowned business leader and former CEO of Campbell’s Soup, s… More
The Great Innovation Hi-jack: Part 2
What is the purpose of innovation? Does it have to be disruptive to be of any value? Much has been written about Steve Jobs and his undoubted genius. If you are looking for the personification of bo… More
The Great Innovation Hi-jack: Part 1
You can’t avoid it. Innovation is everywhere. Every business journal you pick up these days has an article or a special section devoted to the subject of innovation. There’s a steady stream of high-… More