News and articles

Pieces we’ve written, contributed thoughts to, or have been written about us—in print, online, and on the airwaves.

  • Mosaic branding

    The world has changed. It’s not about creating one-way, company-to-customer impressions anymore—if it ever was. Sure, you still project your desired identity and messages into the marketplace. But now customers and commentators put their experiences and expectations there, too.…

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  • Create, sustain, evolve: engaging your organization to keep your brand healthy and relevant

    You know you’ve been successful in building your brand when it’s clear that your constituents have taken ownership of it: when your logo is on their t-shirts, when applicants for your MBA program use your main messages in their essays, when outside bloggers clearly have understood your vision, when fan groups form around a key offering, when something as simple as a color evokes what you’re about….…

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  • Put your brand to work: building your architecture for engagement

    You’ve done your homework and designed a strategic brand program. You’ve found insight through research, learned what makes your constituents tick, established a strong brand foundation, developed a framework for messages, and evolved a system for visual expression—all necessary to help your organization realize its goals and vision.…

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  • Achieving true visual coherence: building a brand identity that’s flexible, durable, shareable–and yours

    In the 1930s, corporate identity’s US “inventors”—Egbert Jacobson for Container Corporation of America, Henry Dreyfuss for the 20th Century Limited / New York Central—identified and realized an opportunity that is still important to us.…

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  • Brand control to Major Tom: the new rules of brand management

    Rather, now, monologues need to be replaced by dialogues; formal market research needs to be paired with attentive listening; “advice” is offered round the clock; participation in social media is now table stakes; and customers and prospects who have always trusted friends to help them make decisions often have a huge network they can carry around with them to consult.…

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  • Articulate to resonate: crafting and communicating messages that matter

    We’ve outlined in preceding parts of this series how brand-focused research, understanding your constituents, and building your brand foundation will help your organization understand itself and its context clearly, and establish the basis for communicating effectively—verbally and visually.…

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  • Friend-raising before fund-raising: Connecting your value and values to those of your constituents can give you a leg up

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  • Who you are today… and tomorrow: building your brand on a solid sense of your identity

    Think of your brand as a mosaic. Most of the tiles you can choose and place: you have control of the communications you make, your offerings, and how your organization behaves—and therefore the brand picture these tiles present.…

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