[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 …
[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, …
[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 …
[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 …
[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 …
[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 …
[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, …
[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 …
[Originally written for Sametz Blackstone Associates and later posted at MarketingProfs.] Is the social media explosion a “big bang” that’s creating a whole new brand communications paradigm, or is it part of an ongoing evolution where focused brand-building principles are not only still relevant, but more important than ever? The …
