Today I want to share a sneaky, sneaky exercise that we use to make strategy sessions more effective. See if this can help you! The basic premise is that you sneak up on the big, challenging strategic questions that can be intimidating to tackle by not disclosing what you’re doing. I know, it’s sneaky!
Testing Brand Names
In this video, Rebeca talks about testing brand names. Coming up with name options is hard enough. But if you’re lucky and have multiple brand names that are all legally available to you for your business purpose, how do you decide which is the best one to use?
Brand Courage: Nike & CVS Truths
Is it always a good idea for a brand to show courage and walk its talk? I’ve spoken a lot in the past on the need for brand courage, and how that can be a really powerful business strategy to clearly position and differentiate brands. Today I share a video with my thoughts on two striking examples of brand courage: Nike & CVS.
Truth Is Power
Brands should tell the truth. In this video, I discuss how important it is for brands, like people, to tell their truths because truth is power.
Brand Stories Need Resolution
A lot of brands think that when they’ve solved a problem for their people, the story is done. But that can be a real mistake! Stories don’t end at the solution. You need to provide a resolution!
Great Brand Names Are Visual
When a brand name is something you can visualize, you’re much more likely to remember it. Even better, visual content within a name can help cement the meaning of the concept you’re offering.
Niching Down Helps Your Business Stand Out
This video is about the idea of specializing in your business, or what’s sometimes called niching down. The idea of niching down is that when you narrow the footprint of what your business offers, it makes it easier for people to remember and recommend you.
Tesla’s Brand Strategy Leaves A Lot to Be Desired
Tesla’s brand strategy is so interesting to talk about because it’s just so bad! In this video, I talk about Tesla’s main brand strategy blunder of not leveraging their brand truths. They take such little advantage of the most powerful assets at their disposal!
Don’t Abdicate The Storyline
If you’re in charge of a brand, then please make sure you’re also taking charge of how its story shows up in the world! Don’t abdicate the storyline. Don’t give your brand’s power away!
