How to Tell Your Brand Story
Every company is trying to tell a better story today about its business. Why? Because storytelling is the best differentiation any of us has! And that story has to include the stories our customers and [...]
Stop Comparing and Start Reframing Your Brand!
Cut the Crap! The "Er" of Comparison Branding Harvard Business Review (HBR) had a great article last week on common mistakes start-ups make in talking about their brands. In that piece, the author explains that [...]
Make Customers Feel Part of Something Bigger – How Tough Mudder Created Value by Creating a Movement
I admit it. I want to be one Tough Mudder because it represents grit, tenacity, and the best about competing in a hardcore athletic event: finding your capacity for being better. Create a Customer Movement [...]
