marketing

The Rock’n’Roll of Business (Part One)

Brand Essence (Part one of three) Like famous musicians, effective brands maintain a certain sway over those who come into contact with them, a sense of awe and authority that translates talent, focus, and hard work into an essence that communicates instantly. Let’s begin by defining the word “brand.” To start we will play the game “no.” I’ll ask several ...

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Reboot a Sluggish Brand

Reboot a Sluggish Brand - Innovation Excellence

First off, you need to decide if you genuinely want to reboot a brand. Some people get so tethered to old ideas about the brand that there is resistance to rethink its meaning and potential. If you are serious about growth and see rebooting as the only path of salvation, read on.

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Storytelling, the Brain & Work Culture

I love the quote by the poet Muriel Rukeyser that says “The universe is made of stories, not atoms.” Humans live for stories. We learn from stories at home, school, from friends, and also very compellingly at work. Humans within a work culture are motivated by stories. Look at the famous founding myths of HP and Apple in the garages, of Fred Smith and FedEx, and ...

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