Storytelling
Answer the Question
Great stories hinge on a question. This is as true for the great American novel as it is for a business report. To tell a better story, lean on your question.
Sunday, June 5, 2011
Branding
An open letter
On the eve of a new iPhone, some heartfelt thoughts to Apple and his deadbeat friend.
Saturday, June 19, 2010
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Branding
Healthcare for Brands on A Budget
In recessionary times brands need to monitor their health and make the most of every investment.
Sunday, May 9, 2010
Branding
Toward Sustainable Branding
Is your brand a seasonal or a perennial? What does it take to brand for the long haul?
Saturday, May 23, 2009
Branding
Extensions and Deep Cues
In a down economy many brand managers review their brand architecture to determine what to cut and what to nourish. A new study offers guidance.
Saturday, April 11, 2009
Branding
Branding in a Troubled Economy
When times are tough, brands have new decisions to consider. Here's an overview of how to navigate the water.
Friday, March 6, 2009
Branding
Brand Preference, Experience and Memory
Great brand experiences have a profound effect on the way consumers remember.
Sunday, February 22, 2009
Naming
The Dark Side
How the US government seized control of a trademark to thwart a band of outlaws
Sunday, November 16, 2008
Branding
Storytelling Architecture
Narrative has an architecture. And it's the key to better branding.