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Our Latest Sparks
When developing a brand it’s easy to find yourself trapped in a mental bubble. To break out of those ruts, it’s helpful to see what other businesses are doing.
One of the most important, and most often missed, aspects of creating an effective, memorable brand is a sharp point of view. Your point of view tells your audience a compelling story about how you’re unique and why they should engage with your business.
The better you are at understanding what your customers want to accomplish in their lives, the better you’ll be at marketing. The 5 And-Then-Whats tool is designed to help you understand the needs of your customers on multiple levels.
The TV show Top Chef provided a perfect sample set to crystallize how powerful positioning is to the success of your brand.
Building Your Brand
Every brand starts at zero when it comes to their audience.
If you don’t have a clear way to think about your brand, it’s difficult to build and improve on it.
When creativity needs to serve a specific purpose, expressing it can go from a liberating experience to a paralyzing one.
The better your brand is at storytelling, the easier it will be to build trust with a new audience.
How To Get Real Customer Data Within Hours (Not Weeks or Months) That Will Improve Your Brand and Marketing Messages
Customer research is critical for every business. The key is to find ways to get it quickly and put it into action.
The words we search for on Google can provide an excellent peek into how we think about concepts.
COVID-19’s Impact On Brand And Marketing
What messages are the biggest brands putting out around the COVID-19 crisis? And what can other brands learn from these examples?
At a time when we’ve never been farther apart physically, video calls have managed to bring us closer together.
Every business is facing the same question: How should brands communicate during a crisis like this?
A new customer arrives on your website’s homepage for the first time...and the clock is ticking.
If you don’t put care into your ads, you’ll burn through budgets without much to show for it.
One of the hardest parts of creating content for a business is developing a consistent style.
The right visual can be a huge asset to quickly convey information about your brand's position.
To create a brand that’s effective, memorable, and sustainable you have to make trade-offs.
Every time a customer looks at your brand, they want to figure out the position you fill in their life.
Brand Visual Identity
Your brand’s ability to use images effectively has a big impact on a customer’s decision to engage with you.
The phrase “your brand is not your logo” has been around for years. But it doesn’t go far enough.
Tone of Voice
Creating marketing messages robs people of their ability to speak like human beings.
Humor has the magical ability to ease difficult situations and extract more joy out of good ones.
A key part of building trust with your brand’s audience is using a clear, consistent tone of voice with everything you write.
How did your customers solve the needs you address before they found your business?
When it comes to messaging, the biggest mistake companies make is to focus too much on themselves.
No matter how you choose to define your brand, it should always hinge on one common element: your customers.
Big Picture Strategy
For companies with solid cultures led by thoughtful leaders, core values serve as the brand's foundation.
Developing strategic statements and summaries for the direction of your brand is an essential process for every business.
When you look at the idea of “world-class” from the right angle it can become a powerful guide for your business.
The marketing technology company, Drift, can teach us a lot on how to use your brand to propel fast growth.
Insights and stats on what CEOs and Founders think about most when building a brand.
The actions my Dad modeled drove home many important lessons for me on how to lead a business.
Implementing Your Brand
For your brand to be effective it needs to be central to how your entire business operates.
Remote work creates savings opportunities for businesses and more freedom for employees, but it has some big challenges too.
When developing a brand, it’s not always easy to know what’s working and what isn’t.
Does this little home robot provide enough value to actually get you to buy him?
The 10X Rule states that in order for customers to switch from a current behavior, they need a new option that’s 10X better.
Strategy Think Pieces
For your brand to establish a unique position and rise above the noise, your strategy needs to embrace legit trade-offs.
You’re at your desk. You’re deep into a problem. You’ve stared at it for hours. And now you’re stuck.
With all the different flavors of competition your business is up against, there’s a sneaky one that’s easy to overlook.