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How to Deliver Experience Differentiate B2B Brands
Business value — the intrinsic utility a B2B product or service brings to customers in terms of boosting their competitiveness — has long been a big driver of messaging and branding. But, as Branding… More
Corporate Breakups Why Smaller is Better for Some Brands
Is a bigger company better or is a more focused company better? Is diversification through building and maintaining a “house of brands” better than aggressively streamlining to focus on expanding mar… More
Tune Up Why Branding and Playing Jazz Go Together
On a spring night in Rome 23 years ago, jazz musician Sonny Rollins stood outside a theater signing my copy of the album Saxophone Colossus, his 1958 masterpiece. I trembled with gratitude and awe, n… More
The Here To Help Strategy Companies that share knowledge have trusted brands loyal customers
With technology transforming the way people and businesses interact, the value proposition of the Mad Men approach to marketing—using outbound messaging to generate hype and an immediate return in th… More
Rest For Success One Leaders Secret to Staying Creative
This piece previously appeared on When I played water polo in college I had a routine that kept me in the pool for two hours starting at 5:30 AM and for three and a half hours past 2 PM. Wh… More
Branding in Chaos The Last Word By Wally Olins
Wally Olins, the late co-founder of Wolff Olins, has left us a posthumous meditation on branding and “the shape of brands to come,” the sub-title of his final book, “Brand New” (Thames & Hudson, … More
The Sonic Paradigm Music and Sound Tell Stories Enhance Emotional Connections for B2B Brands
In the world of sonic branding, Joel Beckerman is a maestro nonpareil. From sonic logos and full identity packages for major brands to theme music for films and television programs, from signature so… More
Brand Voice Every Company Needs its Own Language and Tone
“What do you do?” This is a question everyone hears and asks and it seems simple enough to answer. But too often this question leaves executives and employees tongue tied. While it is important tha… More
Less is More Why Procter and Gamble is a Model for Other Holding Companies
Writers are occasionally reminded to “kill” their “darlings,” or ditch precious but unnecessary words or passages that weaken literary work. Similarly, in branding it is important for companies that … More
Balancing Act Building Corporate Brand Awareness While Pursuing a Multi Brand Strategy
Wendy Newman joined AMN Healthcare Services as director of ecommerce in 2000, just as the San Diego-based recruiter of traveling nurses was in the early stages of transforming itself into a national … More