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Purpose, not just promise, is the key to winning in today’s market
There is no room for “whatever” in successful brand building. Every good brand is built on a definitive reason for being. And while it used to be enough to capture this reason as a brand promise, the...
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The athletes don’t play it safe at game time and neither should brands
The biggest upset in this year’s Super Bowl wasn’t that the Saints beat the Colts, although that was pretty exciting. It was that most of the commercials were less than wonderful. Like everyone in the...
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Target has a lot it can teach our political candidates
What can the latest stable of political candidates learn from Target? Simple. As in, keep your promise simple and deliver on it in a way that sets your brand apart in the minds of consumers. While it’s...
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