Calmstock

[Originally posted at 'Round the Square]
I operate in two worlds. By day (and often into early evening) I craft brand-focused communication programs for a variety of mission-driven organizations. By night (and often into early morning) I write, perform and record with a band as part of Boston’s vibrant independent music scene.
There’s always been a synergy [...]

[Originally posted at 'Round the Square]
I live out of my Victorinox messenger bag.
Me and my Victorinox have walked every corner of this city. It’s been with me on planes, trains and automobiles to New York, Nashville, Atlanta, Denver, San Diego, San Francisco, St. Petersburg, and halfway around the world to Melbourne, Australia.
And then, last week, [...]

[Originally posted at 'Round the Square]
Have you ever thought of your brand that way?
Think about it…
Independent media channels provide a distinct voice, and view the world through a particular lens not shared by others. Independent media channels engender trust and loyalty, giving audiences reasons to connect above and beyond particular programs.
Your brand can––and should––do the [...]

[Originally posted at 'Round the Square]
Storytelling has been with us since our earliest days. And while methods have changed over time, the power of a good story endures.
Why?
As a means of engendering common beliefs; exploring our fears; gathering context from history; celebrating prosperity, beauty and love… well, storytelling just works.
Stories move us, shape our [...]

[Originally posted at 'Round the Square]
Putting customers first, and brand second, can be somewhat of a tough pill to swallow for marketers.
Sure, most understand the need to build communities around their brands, and to nurture those who cluster around the experiences their brands enable. For many, however, it largely remains lip service. Marketers talk about [...]

[Co-written with Roger Sametz; originally posted at Sametz.com]
Connecting your value and values to those of your constituents can give youa leg up.
The nonprofit world is a crowded one, and it’s only becoming more so. According to the Independent Sector, there are more than 1.4 million 501c3 organizations operating in the United States, and from 1998 [...]

[Originally posted at Marketing profs]
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.
Now it’s time to [...]

[Originally posted at Marketing Profs]
Know whom you serve, and why they care.
Much more than just “your customers” or “your audience,” your constituents are all the people for whom your work is meaningful—the internal and external populations whose interest, participation, and advocacy are important to your stability, growth, and long-term success.
Many of these people know [...]

[Originally posted at 'Round the Square]
Back in December I posted an entry entitled, “What carbs can teach us about branding.” With the holiday feasts around the corner, I thought it would be good fun to walk through brand relationship strategies using snack isle brands as examples.
To briefly recap, businesses—for-profit and nonprofit alike—typically manage a family [...]

[Originally posted at 'Round the Square]
With the holidays upon us it’s officially open season on carbohydrates. But instead of bemoaning inevitable holiday weight gain, let’s take a moment and see what our sugary friends in the snack isle can teach us about brand relationship strategies.
Most businesses manage a family of offerings, and the perceived relationship [...]