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So much content marketing, so little change
“Why Content Marketing Is King,” touted a story last week about a recent business survey. There’s no denying the need for quality content. But for many of us marketers, elevating content to royalty...
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Creating distinction in professional services
Two recent branding engagements with clients in very different professional service areas led me to the same conclusion: Even the act of establishing meaningful distinction in your service market or...
View ArticleMission driven or mission accomplished?
At the heart of businesses I admire most are missions that aim to make the world a better place. It’s an attribute they have in common with most nonprofits. They also share with nonprofits a tendency...
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Nonprofit branding: What, why and how
I’m often hesitant to mention “branding” — the core of my consulting work — in nonprofit circles. The reason is simple: It can be a conversation killer. New research by Harvard’s Nathalie Kylander and...
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Is your brand story merely plausible?
Some years ago I led the public relations launch of a next-generation “bet your company” software platform for my employer at the time. The product promised to transform an industry and ensure the...
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Loss aversion looms large in branding
Not long ago I believed sustainable business, renewable energy and the socially responsible consumer were on the verge of going mainstream. I know they will get there eventually, but that day now seems...
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