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 …
Read More
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, …
Read More
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 …
Read More
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 …
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 …
Read MoreBrand building is like dog training 0
To effectively build your brand, you have to deliver a simple, consistent message, reinforced over and over again until it sinks in with your audience and they come to understand it intuitively. In dog training, when you say “sit”, you have to say it the same way, with the same patterns and reward at the end, …
Read MoreChoose Your Customers, Choose Your Future 0
I recently added a post that asked Are You Marketing to Your Ideal Customer? I just saw this post online by Seth Godin that speaks to the same idea. Trying to be all things to all people is a common problem with many businesses that will likely lead to mediocrity, but if you strive to be great …
Read More