At the foundation of your brand development effort is one crystalline expression – essentially a picture that captures your brand essence. This is your logo. To the uninitiated, the care,…
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What defines your brand? Much like a delicious cake, it’s the blend of many ingredients coming together perfectly. Experiences Every single person who has ever encountered your company, service or…
Take this test! Think about your own city or region and name the business that first comes to mind in the following categories: Did any particular business come to mind? …
There are actually two books in the world titled Emotional Branding, and I’m a big acolyte of both. The more I study and work with brands, the more I recognize…
The world of digital marketing is in constant flux. Trends come and go, new technologies emerge, and consumers change their tastes. It’s hard to predict what will happen in the…
Culture trumps strategy in driving organizational performance. Everyone knows that, right? Or at least all the business wags seem to think so. The fact is, culture is an extremely powerful…
Just like the world around us, marketing is constantly evolving. “Traditional” marketing is any form of marketing that doesn’t take place online – including print, broadcast, direct mail, outdoor advertising,…
A powerful and competitive brand is not something you solely advertise or design. It’s everything you are and do. This means that “branding” is leadership, not marketing. Consider this: if…
So often people think “branding” means creating a name, logo or tagline. All the outside stuff. A few recognize that great brands actually start inside. Starbucks revolutionized coffee in the…
If you are a manager, your employees think of you as the company they work for. Are you living your company’s brand? Or to be more precise, are you behaving your…
Ah, the “happy hour” — a civilized concept harkening to a sort of 1950s civility — when one celebrates the day’s work, finds an hour of ease, light banter, perhaps…
I couldn’t NOT write about this. Two of the biggest passions in my life: rock climbing and advertising. Back story: Alex Honnold is arguably the most famous rock climber on…
Most conversation, strategy and planning about brands has to do with what they are and how they are different. But brands are for saying no as well as yes. In…
What business are you in? Accounting, technology, insurance, banking, real estate, healthcare, consulting? I encourage you to get out of it. Today. Don’t change jobs. Don’t sell your business. Just…
Thoma loves great thinkers, especially if they also happen to be accompanied by great work ethics. We are accepting internship applications from promising college students who have completed a minimum…