The Importance of a Small Set of Core Values

The Importance of a Small Set of Core Values

Jim Collins says, “A company should not change its core values in response to market changes; rather, it should change markets, if necessary, to remain true to its core values.” At Tronvig Group, we endorse this idea: while business strategy must be dynamic and responsive, values are meaningful only when accompanied by long-term commitment.read more
The False Logic of Budget Cuts to Foreign Aid

The False Logic of Budget Cuts to Foreign Aid

U.S. foreign aid is crucial funding for a litany of causes that impact global public health, security, human rights, and many other areas. But it is under threat from the Trump administration, which wants to slash funding for foreign aid as part of a plan to cover a massive increase in defense spending. This is a misguided idea.read more
Branding eats policy for lunch: How the Trump brand won in 2016

Branding eats policy for lunch: How the Trump brand won in 2016

Donald Trump won the presidential election by doing what we tell our clients to do every day. He rigorously stuck with the Trump brand.read more
Mongol Rally: The Great In-Between

Mongol Rally: The Great In-Between

We drove out of London on July 20, 2014 and six weeks later, we arrived in Ulaanbaatar under our own power (although our car’s suspension was completely destroyed). Quite a bit happened in between, but here I will simply point out a few discoveries or observations relating to brands, perceptions, and cultural differences.read more