Apr 15, 2024
Your Company Isn’t the Uber or AirBNB of Anything
(And that’s okay.) “We’re the Uber of babysitting.” “It’s like Airbnb for bikes.” “Imagine Uber for dog walking.” It’s the shorthand founders of supposedly innovative companies use to describe their […]
Aug 8, 2022
The Timeless Tale of Authenticity
by Zoe Grant Whether selling software or sandals, long-established brands are at a loss for how to create meaningful relationships with Gen Z consumers. How do brands engage the generation […]
May 19, 2022
To Go Green, Brands Must First Go Deep on Brand Alignment
Greenwashing can reveal a lack of alignment around a brand’s true values by Kaylyn Sidle Consumers are quickly realizing that individual efforts to fight Earth’s escalating social and ecological crises […]
Apr 12, 2022
Baseball’s Back, As Inconsistent As Ever
by Joel Hulsey Prior to 1969, Major League Baseball (MLB) was a brand without an (visual) identity. Certainly, a century of existence had provided MLB dominance within American culture, but […]
Feb 21, 2022
Going Retro The Right Way
Nostalgia can make for strong marketing messages, but it’s a flimsy foundation for lasting brand loyalty By Kaylyn Sidle There it is. That checkout-aisle bubblegum you vividly remember begging for […]
Jan 14, 2022
If Your Brand is Customer-First, Then Why Am I Still on Hold?
Maybe it’s time to admit that it’s not pandemic-related: most brands really just don’t care about their customers by Ed Lynes This past year, millions of Americans spent their […]
Dec 6, 2021
The Power Of The Underdog
Consumers increasingly rally to upstarts willing to tackle the problems market leaders ignore. by Eric Harrison • Patagonia’s founder made environmental preservation an essential part of the brand • Other […]
Nov 30, 2021
The Broken Business of Death
Story misalignment makes any company vulnerable to disruption, no matter how big or essential they are. By Hannah Landers • SCI built its business around a promise of “empathy and […]
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Oct 25, 2021
Manufacturing Mythology
How Caterpillar became legendary by focusing on outcome over product by Andrea Bullard • Research shows that stories are the key to making people organize and act • Brands like […]
Jul 20, 2021
Keep It Real
Separating Fact from Fiction in Your Brand Story By Hannah Landers On New Year’s Eve, the unthinkable happened to a group of tourists in New York City: An undetected home […]