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Are you on a mission statement?
Most companies have mission statements. Some are inspirational, some are mediocre, and a few are utterly pointless. Most are carefully worded statements aimed to capture the activities of the...
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Authenticity is.
Authenticity is a pretty big buzzword in the world of branding. Everyone seems to be talking about it, and it even gets written into strategic documents as a goal. Organizations of all kinds are...
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You’ll miss your Mission when it’s gone.
A few weeks ago I was challenged to defend the need for Vision, Mission or Value statements for organizations. Since I believe such statements—or at least the context that supports them—are fundamental...
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The Authenticity Myths
Authenticity is a pretty big buzz word in brand strategy today. If you’ve read any of my posts, you know I am a huge proponent of ensuring that Authenticity is at the root of your strategy—it’s at the...
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“David” fails at the core brand promise.
Three emails. One mistake. Zero chance. One of the rules of brand strategy is that you must excel at the core promise. Cafes must serve good coffee; cameras must take good photos; hotels must have a...
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Mind the Gap.
You’re probably well of aware of the concept of “the brand gap”—the difference between the experience you promise and the experience you deliver. You should know that nobody cares about the ‘gap’...
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The Brand and the Apology Strategy
When a brand makes a public apology, we are sure of one thing: the story that people are talking about makes the brand’s leadership uncomfortable. Whether it’s a gross error in judgement, negligence or...
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The uncomfortable allure of the Brand Evangelist.
Plenty of talk these days about the importance of Brand Evangelists. Or Ambassadors. Or Employee Advocates or, …minions. I’ll admit the idea makes me uncomfortable. Not because I don’t think employees...
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For a strong brand, let’s define our values early.
Our organization is going to hire people as it grows. These new people will likely be very skilled and talented, and shortly they will become an integral part of our team. They’re given responsibility,...
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Are you on a Mission Statement, Part Two
Part One was simple. Sometimes there is more enthusiasm for writing a great mission statement than passion for actually achieving anything of substance. Without real purpose—without actually being on a...
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