Focus groups make me cringe. These false environments place target customers in a room where they are asked a series of questions about what they think of products, services, or ad campaigns. We pay them to be there, get them in a room where they feel under pressure to offer an opinion or make one up, and to consider products or services in an artificial context that doesn’t at all … [Read more...]
3 Tips to Deliver a Great Speech
Have you had to deliver this yet? That once-in-a-lifetime speech. You know the kind of speech I’m referring to: the pivotal presentation that defines a person, cause or culture -- that crucial communications moment your audience members will remember for weeks afterward. This could be a TEDx talk, like one I recently did for TEDx CWRU, or your first all-hands meeting as CEO, or your … [Read more...]
Why a Brand Project is a Transformation Project
What can management consulting teach you about brand strategy work? Everything. My very first post-college job was as a change management consultant for a large consulting firm. My job was to equip people and teams at Fortune 1000 companies to adopt big changes, whether that was a new system implementation, workflow, or organizational structure. All of these projects … [Read more...]
Who Needs to Be Part of the Brand Project?
Your organization's brand is its reputation, essence and core. It's not just a logo creation exercise or marketing's purview from an ad perspective. It's everything your company is, offers and stands for, inside and out. Clients are sometimes surprised that when we work on a brand strategy process together, the key component is not just a marketing workshop, but … [Read more...]
Don’t Reinvent the Wheel
What do you think of when you think of innovation? Do you picture a think tank of experts, crammed into a meeting room with Post-it notes on the wall, formulas on a white board, leftover pizza boxes strewn about, and crazy ideas flying back and forth? When we think of innovation in that way, it can seem daunting. What if I go into a room to innovate … [Read more...]
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