Author Archives: Donna Sturgess

Desperately Seeking WOW

There is a twilight period triggered by a business downturn when the leaders and innovators demonstrate whether they are leading change or being chased by change. Recently, some painful examples from global companies illustrate what business has to do during the limited twilight period when bright business conditions transition to dark and stormy. In my experience...

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January 2nd Kick Off

The first day of the New Year is haloed in possibilities of who we are and all we wish to be; opportunities for 2013 abound as we start back to work on January 2nd. And, as the calendar changes, so do we. It may be time to shake off old ways and try some new practices to shift your perspective and fulfill new possibilities. Here are four suggestions that can jump start you and your business.

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Lessons from an Innovation Rescue

Early retail acceptance can make or break many new products. When your latest innovation doesn’t hit the sales rate the retailer expects your product may be discontinued, resulting in a downward sales spiral. Here are some of the lessons learned from entrepreneurs who had to react quickly when CVS dropped their At Heart® emergency aspirin product.

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Elite Access: Design Insight & Foresight

Thought leaders in the design community are raising the bar and sharing their unfiltered views and behind-the scene stories around problems, opportunities and challenges that businesses face today as they stretch and grow their brands. These elite perspectives are now available through a new Designer Showcase to connect innovators and brand leaders to the best design thinking around the world.

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The Power of Mystery in Branding

If you are taking the time read this article, it is evidence of the power delivered by the juxtaposition of mystery and branding. Its power comes from the intrigue that mystery offers as it sets up an expectation of something more interesting to consider than the typical brand fare.

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Creed Perfume's Desire Problem

Surprising new consumer research results show Creed Perfume’s Spring Flowers has a significant gap in generating an emotional connection through its packaging. The research was conducted by Buyology Inc, which quantitatively measures the deeper emotional connections to brands and packaging.

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