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Center for Social Inclusion brand creation, collateral, publications & website.

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Workshop
FIND THE WORKSHOP THAT WORKS BEST FOR YOU
Branding and Marketing Discovery Workshop
by James Heaton
Get immediate answers to key questions about your products and services, and how they interact with your brand consumer's fundamental needs. read more
Short Essay
January / 10 / 2013
We Make Mistakes
by James Heaton
"To swear off making mistakes is very easy. All you have to do is swear off having ideas."
—Leo Burnett
We Make Mistakes. The trick, of course, is to learn—and to make process changes from that learning—so that on our next pass through that same or a similar gauntlet we exhibit more finesse.read more
Branding
January / 2 / 2011
Brand Fatigue
by James Heaton
My concern with brand fatigue is not that people become tired of a brand, but rather that a businesses and non-profit becomes prematurely tired of their own brand presentation and, as a result, push to change it before it has had the opportunity to fulfill its mission or even fully register and build power in the minds of their brand consumers.read more
Branding
December / 10 / 2010
Brand Health
by James Heaton
A strong brand is not a luxury to be enjoyed only by companies like Nike or Coca-Cola. It is a key factor in the success and prosperity of all businesses and non-profits, regardless of their revenues. Your brand health is guaranteed to have a significant impact on the consumer awareness of your brand AND your bottom line. It directly affects your ability to sell, to fundraise, to hire the best employees, and to grow. A healthy brand is the hallmark of a company or non-profit that is prepared to prosper.read more
Branding
January / 4 / 2012
Brand Question: Who Are You?
by James Heaton
The key question a brand must answer is, "Who are we?" The best answer to this is one that is short and clear. The answer cannot be, "this, and this, and, oh yes, this." No matter how complex the reality is, a brand's keynote expression must be immediately graspable if it is to have real power. And it still needs to be true.read more
Marketing, Advertising
August / 23 / 2012
Can You Hear Me? Consistency and a Hearable Message
by James Heaton
I came upon the Jerry Seinfeld, "Don't break the chain." reference twice in two days this week. If you have not heard it, it's a recollection from Brad Isaac of some useful and practical advice he was given by a then up-and-coming Jerry Seinfeld.read more
B2B
September / 25 / 2011
How Branding Can Help Wealth Advisors Increase Referrals
by Tracy Oats
By most accounts, both wealth advisors and the clients they serve see referrals as the preferred method of professional service matchmaking. It makes sense. Referrals convey a sense of security and trust in regard to a matter that is both personal and critical (financial well-being). But, are you approaching referrals as strategically as you could?read more
Branding
April / 23 / 2013
"I Don't Need a Brand. I Need a Product."
by Laura Zwyssig & James Heaton
When saying "I don't need a brand. I need a product." the speaker was saying she doesn’t need McDonalds, she just needs fries—any fries for that matter. She doesn’t need HP, she just needs a computer or printer—any computer or printer will do. She's assuming her consumers will behave this way. I think they will not.read more