News and articles

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

  • Up front and personal

    When I applied to colleges forty years ago, I wrote letters to six schools, received a view book from each with a friendly cover letter, an invitation to visit the campus, an application, and a pointer to an alum or two who would be glad to sit down with me and discuss my future.…

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  • Emerging in an emerging market

    “If we build it, they will come,” an aphorism that could have been coined in the halls of MIT in those heady  days when Route 128 was a lot more than the connecting link between two bits of I-95, is now more appropriate in its opposite configuration: “It’s not enough just to build it.” Stellar thinking alone may not be enough to get “them….to come.”

    New technologies and their applications are often less successful than they might be (and the people and companies behind them less successful than they want to be) because the people behind the innovations thought a great idea would sell itself.…

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  • Building your business by building your brand

    A strong brand generates a competitive advantage. Although performance, offerings and service will always inform constituents’ decisions, a strong, well-defined brand can put these specific drivers into a larger context—one that can help a firm to build the trust, confidence and relationships needed to compete in a landscape of almost uncountable options (many seeming quite similar) and to weather inevitable ups and downs in performance.…

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  • Creating and communicating value(s)

    By affecting how people think and act and by connecting an organization to its constituents’ values, design can enhance performance. Roger Sametz and Andrew Maydoney present a model of design that articulates these outcomes and how best to leverage them.…

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  • Interviews and chats inform strategy and build a more engaged team

    Are your marketing communications connecting as effectively as they might with customers and prospects? Are they getting the results you want? Does your brand mean “out there” what you need it to mean? Qualitative research—chats over a cup of coffee—can help.…

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  • Marketing partnerships should build skills and knowledge, not just brochures

    Your time and dollars spent on marketing initiatives will go a lot further if you and your marketing partner focus on generating and promulgating the strategies and system thinking that inform tactical communications in addition to the creation of specific projects.

    Download PDF of full article.…

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  • Banking on trust: investing in rebranding can pay big dividends

    With more than 8,000 financial institutions angling for assets—and many more brokers/dealers, wholesalers and advisers vying to attract and retain investors—getting heard in this noisy, heavily regulated and volatile market is a real challenge.

    Download PDF of full article.…

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  • Brand matters for bio

    Biotechnology companies exist in a very competitive landscape. They compete for funding, researchers, staff, and partners. They vie for participants at events, respect from peers within academia and industry, and media buzz. Increasingly, they compete in clinical environments for the attention of physicians, patients, and clinical trial participants.…

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