Strategic Narrative: The Story Of You

As positioning and messaging consultants, our work is a constant search for Context and Relevance. First, “What is the Context?” (Where does the issue/opportunity ‘sit’ within the overall landscape of issues, trends, beliefs, perceptions, etc.) Second, “Is this Relevant?” (Does anyone care about this; does it really matter?) And so, in this business of framing […]

Why Most Brands Fall Short.

You have a brand, you say. And thank you very much, it seems to be doing just fine. But where is your marketing effort really headed? Not simply the tactical efforts you employ, but the underlying strategies that drive those efforts: and at the core of those strategies, the brand that should be marketing’s foundation. Is […]

The Problem With The ‘Big, Brand Exercise.’

[Download a PDF version, here: ‘BrandLearnings: The Problem With The ‘Big, Brand Exercise.‘]