Branding and Firefighting

Branding and Firefighting

It seems there could not be two professions with less in common. One sits in meetings and/or at a computer, conducting research, developing strategies, designing communications. The other runs into burning buildings, performs CPR and pries doors off crushed vehicles....
Backwards Branding

Backwards Branding

When conducting competitive brand research for clients, I find that more and more tech company brands are looking and sounding more and more alike. That’s not branding, that’s the exact opposite of branding. The point of your brand is to distinguish your...
5 Things That Can Kill Your B2B Brand

5 Things That Can Kill Your B2B Brand

Effective branding requires clarity, frequency and consistency. That can be challenging for small B2B companies who need to keep their focus on new business efforts and may not have the resources or time to focus on the brand. In this environment, it’s especially...
Creativity vs. Clarity

Creativity vs. Clarity

I admit it. I’m a creative. But if forced to choose between creativity and clarity, I choose clarity.   We’ve all been there. A television commercial ends, we turn to our partner and ask “what was that???” Most likely, it was an...