One of the questions I like to ask my clients, or ask myself about my client’s business, is: where are you? Are you a movement, an organization or an institution? It’s a question essentially about organizational energy levels and social dynamics. And, the implications for branding are significant.
A movement is exciting. A lot of businesses, […]
Most of us were educated or trained that “form follows function.” A good guiding principle to be sure. Allowing for the observation that this rules-out serendipity entirely, I’ve been part of a recent investigation into sales automation platforms that has reminded me that there is always an opposing theory. Specifically, Saleforce.com presentation in which we […]
Admittedly, this is an unfortunate acronym. It just doesn’t sound good. But it is good. A BHAG is a big, hairy, audacious goal. Or, to put it more mildly, a “reach-goal.” But BHAGs have a couple of characteristics worth noting that separate it from a typical reach goal. Chief among these is that it isn’t […]
We were in a meeting last week reviewing media options for the upcoming fall schedule for a particular client. Obviously lots of alternatives in the area of “emerging” digital media surfaced. New services from Facebook, native media plays, new pay-per-click options, etc. One potential tactic, the addition of Pandora to the schedule evoked some interesting conversation. Obviously […]