Defining Christianity’s Purpose and Ideal Brand Position When developing a branding strategy for our clients, our firm begins by trying to uncover and understand the organization’s true purpose. In many cases, this involves a discussion with the founder or leaders of the organization to ask them these questions: For example, Southwest Airlines built their company …
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Christianity: A Brand in Crisis – Part 2 1
“I like your Christ, I do not like your Christians. Your Christians are so unlike your Christ.” - Mahatma Gandhi Christianity’s Brand Position Before we look at the current brand position of Christianity, it’s important to understand what constitutes a brand. There are many divergent definitions, but the one that makes the most sense to me …
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Christianity: A Brand in Crisis – Part 1 4
“For those who care, and I understand if you don’t: Today I quit being a Christian. I’m out. I remain committed to Christ as always but not to being “Christian” or to being part of Christianity. It’s simply impossible for me to “belong” to this quarrelsome, hostile, disputatious, and deservedly infamous group. For ten years, …
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Canada’s political party brands – Part 3. The New Democrats 2
The most successful brands consistently meet or exceed expectations. Whether Apple or Nike, Coca-cola or Tim Horton’s, people are drawn to their products because they know what to expect and trust the company to deliver on that expectation again and again. But what about Canada’s political parties? How are they positioning themselves within the voter marketplace …
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Canada’s political party brands – Part 2. The Liberals 1
The most successful brands consistently meet or exceed expectations. Whether the iPad, the iPhone or the Macbook Pro, Apple consistently delivers cutting edge technology in a cool, sleek package. People who are drawn to their products know what to expect and trust the company to deliver on that expectation again and again. But what about …
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Canada’s political party brands – Part 1. The Conservatives 3
The most successful brands consistently meet or exceed expectations. BMW positions itself as the ultimate driving machine and it places its emphasis on superior engineering and design to ensure it delivers on that brand positioning. You won’t see them offering a line of economy class cars because that’s not who they are and that’s not …
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“Politician” – a brand in serious trouble 0
In Canada, we are heading to the polls next month for our fourth election in the past seven years. The news of this is greeted by most people on the street with frustration and dismay that our federal politicians cannot work together for the good of the country. This led me to think about the …
Read MoreTurning a negative into a double positive 0
Yesterday I was at a Starbucks in Halifax, ordered my venti skinny vanilla latte for the drive home to Cape Breton, and waited, and waited… After 5 or 6 people who ordered after me received their order, I asked if they had forgotten mine. They had. It was fine, I said, I was in no …
Read MoreThe power of starting with “Why?” 0
I recently came across this presentation by Simon Sinek that speaks to the huge importance of starting with “Why” and defining your purpose in a brand transformation process. Most companies, politicians and people who try to lead begin by answering “What” or appealing to our sense of reason. You have a need, we have something to …
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