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Strong brands hardly happen by accident, or even by mediocre effort (and sometimes even an exerted effort if not well conceived, planned and executed can fall short).   A strong brand is more than what you tell the outside world -- a strong brand saturates everything in its wake. It is your messaging, it's in your visuals, and it permeates your team, both in how they behave externally and how they behave internally. Your team needs to truly understand the brand values and understand how they deliver on them. Many brands have a single overarching theme that defines their core ethos. For example,...

12 August, 2022

An Alternative or “the” Choice? Your company can be the one buyers actively choose Creating a company that truly stands out feels risky. Taking a strong stand can feel like you put a target on your back. Someone is bound to say, “I don’t like that”. Think the Virgin Group of Companies. Red Bull. GoDaddy. Think of them and know the meaning of reaction. If you’re a company, you’ve got a brand to manage. You can be a brand that was thoughtfully developed or one created by ad hoc existence but a brand nonetheless. You can go safe — creamy vanilla…or you can...

11 July, 2016

An excerpt from one of America’s best marketing thinkers, Seth Godin… ‘Category of one’ is a choice Fit in or stand out… When you define the category, when the category is you and you alone, your marketing issues tend to disappear. At least they do if the category is one that enough of the right people want to engage with. Faced with the opportunity to become the category of one, we almost always hesitate, almost always compromise, almost always dumb it down to play it a little bit safer. You may very well become a category of one in a market that’s devoid of customers....

11 July, 2016