Much has been written about branding, brand strategy, brand archetypes and brands, in general.  Any seasoned marketer worth his or her salt has read and pulled useful information from countless articles, blogs and posts in an effort to form their own opinion or strategy on how best to define and promote their own brand.

In the interest of full disclosure, you’ll discover nothing new here as I’m more interested in learning the process through which you’ve come to define your brand(s), and why. 

We, like many others, have adopted Mark and Pearson’s brand archetype approach, made popular in their book The Hero and The Outlaw.  You can get your own copy here. (more…)

Dean LePoidevin | Post a Comment

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Crisis management is one of the main concerns of any business involved in social media. Jeremiah Owyang, an industry analyst with Altimeter Group, has published a great report about the preemptive crises management strategy “advanced” companies are using to minimize or avert a public crisis.

Owyang also links to A Chronology of Brands that Got Punked by Social Media, highlighting the social media crises that spurred the research project, as well as the Forrester Groundswell Awards, highlighting excellent and effective use of social technologies to advance an organizational or corporate goal.

Julie Meidam | Post a Comment

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Last week I finished a four-city, three-country focus group project for one of our clients. Moderating the groups was an interesting study in personality differences and group dynamics.

In Toronto, the group seemed positive and optimistic. New York City participants were intrigued, but skeptical – and they practically demanded proof. In San Francisco, the group members were warm and open, and eager to teach me what is important to them. And in London, the focus group participants were polite and formal, but every bit as skeptical as those in New York.

I’ve found over the years that the “average” focus group participant attends because they are curious and anxious to share their opinion. As much as things are different across the world, some things remain the same.

Judson Luke | Post a Comment

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I just finished up back-to-back focus group meetings in Toronto and New York City, and have two more coming up in San Francisco and London in the coming weeks. I love getting the chance to get in front of our clients’ audiences to get their firsthand insights into products and what’s important to them. This has been a fun and productive trip. (more…)

Judson Luke | Post a Comment

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In the wake of NBC-branded Ann Curry’s commencement speech gaffe (uncertainty about which Wheaton College she was really addressing, there’s one in Massachusetts and one in Illinois), here are some thoughts for our news brethren from a regular-guy flack:

Everyone in a coat and tie who works in an office building is not an executive.  If I’m 22 years old, it’s my first day on the job working as a file clerk at XYZ Company and I wear a tie to work, am I an executive?  If a reporter from channel Z catches you in front of the building while it’s burning and talks with you, you are. (more…)

Steve Wilcox | Post a Comment

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Over the last two years we’ve had the pleasure of helping launch LSB® – a new structural building product for the U.S. home builder market. On a personal level, it continues to be a privilege to lead the team that supports the LiteSteel Technologies team that has literally built the U.S. operation from the ground up. (Now, we love ALL our clients so no one get jealous, please!)

(more…)

Judson Luke | Post a Comment

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