Brand names, like all names, are crucially important. Do you keep yours when others whom you cannot control are using it?
The American Alliance of Museums 2016 conference in DC left me refreshed and inspired: "If we are trying to solve all the problems inherent in figuring out how to do interstellar space travel, what are you doing?"
Our marketing discovery process is aided by a set of tools outlined here. We believe that they are some of the best available.
While the popularity of She Who Tells a Story is undoubtedly affected by the curiosity and national climate of oversimplification and stereotyping that surrounds the Arab world and Iran, the real engine for attendance is the quality of the exhibition itself. (Also, we're proud of our advertising campaign.)
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?"
Get answers to these and other key questions: "Who is our most natural consumer?" and "Why should they care about our product or service?"
Rarely does a day go by where I do not make use of what I learned from Jim Crane.
Beef has come to be interpreted not just as meat from a cow but rather as the more generic and simplified meat; "If he does not eat beef, he must be a vegetarian." These two brands are differentiated enough and simple enough to make it easy to move between them, A to B. Where does your brand fall on this scheme?