January 2007

What does your brand look like from the outside?

January 25, 2007

I am often an outsider. This isn’t a complaint — I actually like being the outsider. It’s fun, people treat me with respect (usually) and I can bring a whole different perspective to my clients — an outsider’s (customer, partner, media, investor) perspective. And that’s just what you need to tell a brand story. It’s [...]

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Are you selling the way your customer buys?

January 23, 2007

A persistent comment that I have for most brands is that their sales story is often about the way they like to sell, rather than how their customers like to buy. Sometimes companies bundle products or services at a discount to individual prices. Unfortunately, when a customer just wants one item — there’s often no [...]

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Who are(n’t) you?

January 21, 2007

The big news this weekend is the announcement by Senator Hillary Clinton that she plans to become the first woman president. And, because she’s always on message, she ‘s “in to win.” I’m not going to get into the politics, but want to point out that Senator Clinton uses the opposition to define who she [...]

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What would Strunk & White say?

January 12, 2007

When I was in school, I thought that there was no way I was ever going to need a copy of “The Elements of Style” by Strunk & White. But, of course, you know that I still have the same old quarter inch thick book and refer to it regularly. It’s still crisp, to the [...]

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Do you want to kill the surprise?

January 6, 2007

One of the most difficult things about any branding project is telling people “No.” As in, “No, you can’t use the new logo version in the old template,” “No, you can’t use the new slogan for a white paper you’re sending out,” or “No, you can’t place the new logo into your email signature files.” [...]

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