Thanksgiving – The Brand

MADE IN AMERICA

Thanksgiving is a “brand” with all the essentials of any other brand. It has a compelling popular brand story (even if not entirely accurate). European Pilgrims are saved by Native Americans who provide a feast of turkey, corn, and vegetables, for which the pilgrims give thanks...

Rebranding a City

COLD STEEL TO HOT BRANDS

Rebranding Syracuse, NY Can a city rebrand itself? That's the question Syracuse, New York is answering in the affirmative. The post-WWII industrial boom that fueled its economy for nearly a half century has all but disappeared. It left this historic city with big challenges, including unemployment,...

Personal Brand Means Reputation

HOW’S YOUR BRAND?

Today the definition of the word brand has evolved to mean reputation, and even feelings about a product, service, organization, or person. This is especially true of so-called personal branding. We now regularly use terms such as, “That’s going to help (or hurt) their (a person’s)...

4 Pillars of Brand Promise

IT’S NOT WHAT YOU SAY; IT’S WHAT YOU DO – AND DON’T DO

A friend who is a Fortune 500 exec asked us recently, “What really makes a brand?” We knew he was an experienced and knowledgeable guy, and we owed him a thoughtful reply. What initially came to mind were all the elements that affect a brand: its...