Category: Brand
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Sock It to Me
Today’s customers believe that you are what you buy.
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A Story That’s Stalled Out
Instead of chasing short-term fixes like bag fees or assigned seats, Southwest needs to redefine and recommit to its story
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You Are What You Buy
In commoditized industries, the stories brands tell have become as vital as the products they sell.
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Personality That Sells
Just as people form relationships with others based on their personality, they are increasingly developing connections with brands the same way.
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Baseball’s Back, As Inconsistent As Ever
When a brand stays true to its core values, it builds sustainability for its customers and target audience.
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Manufacturing Mythology
Plenty of modern businesses operate like prehistory’s early humans: they talk only about literal, physical things—their products—and wonder why such messaging fails to draw in customers at the rate they need to thrive.
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Don’t Slack on Story
Slack demonstrates how a strong brand story can drive product adoption and customer loyalty.
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The Company(ies) We Keep
Relationships people form with brands are inextricable from identity
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The Medicine of Marketing
For those seeking job security, it might be best to avoid the role of Chief Marketing Officer. Difficulty proving effectiveness may have something to do with the revolving door of CMOs.
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Kill Your Darlings
When Your Brand Becomes the Monster It Set Out to Destroy.
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A Persona That’s More Than Skin Deep
Personas are more than just demographic snapshots; they’re narratives that bring your customers to life.
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Don’t Chicken Out
The secret sauce is its commitment to a mission and set of values that are as old as the brand itself.
