So what do you call this thing that does NOT take massive effort, but has the potential for great positive effect far beyond its seeming capacity?
I think one very good answer to this question was was provided in 1972 by Buckminster Fuller when he said the following in an interview ...read more
We want to make the world better, and for us the way we can do that most effectively is through our clients. So it is important that we choose our clients well. These are the ten questions we currently ask ourselves when we consider if a potential client is likely to be the ideal client for us.read more
What business are you in? I have found this question poses a challenge in almost every engagement, surprising participants. It wakes people up as they realize that they cannot answer or cannot agree on the answer. "If we cannot agree on who we are or what business we are in, how is anyone on the outside going to understand or guess right?"read more
Hiring a big and flashy agency may seem "safe." But think about what they stand to gain by working with an organization of your size and budget. You may find that you're actually sacrificing the responsiveness, energy and focus on quality of smaller firms for the false sense of security that comes from going big.read more
We are developing a Brand Pyramid download that will walk you through the process and pose the questions for your organization, your company or your product. It will walk through how you can use these questions to expose strategic weaknesses and fix them.read more
Strategy is a very misused word.
Marketing strategies are—if you look at how the word is used—any marketing activity that might possibly work. People talk about "strategies" such as "posting to Facebook more."read more
Return on investment in a brand initiative is very important. Measuring the results of any initiative and doing proper goal-setting for a project is an essential part of good governance, of good strategic behavior. But how do you measure the return when you are not really selling widgets?read more
A persona is a kind of mental model—an imaginary person with a name, history and story who has a way of doing things. A persona should have enough psychological detail to allow you to conveniently step over to the persona's view, and see your products and services from her perspective.read more
Along with our client, the National Museum of Women in the Arts in Washington DC, we are proud to have won a first prize in the American Alliance of Museums' 2016 Museum Publications Design Competition.read more
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