Reading Time: 5 minutes It’s tempting to ignore linking strategy, culture and stories. After all they seem like different things, and address different aspects of bringing a brand to life. At first glance, strategy focuses on where the business needs to get to. Culture talks to how you bring out the best in people. Stories are how audiences receive […]
Tag: Brand models
Introducing the Brand Definition Funnel
Reading Time: 11 minutes We’re all aware of the consumer decision journey that describes how buyers come to decisions. But if you’re a marketer building a brand from scratch, or you are charged with reviewing what a current brand’s future looks like, how do you review all the options you need to consider in order to make critical decisions […]
Taking the time to build a sustainable brand
Reading Time: 10 minutes On the face of it, building a sustainable brand looks relatively straight-forward. After all many brands already claim to be doing this. That’s both good news – and misleading. Taking the time to build a sustainable brand requires patience, focus and an ability to rethink priorities. It’s inspiring to see brands addressing their environmental impact, […]