IDEAS WORTH SHARING…
A Brand is a Feeling
Several years ago I convinced our executive team that it was time for a brand refresh. The company’s customers, services and culture had changed dramatically since its founding four decades earlier–and its folksy logo and brand messaging didn’t reflect this transformational shift in the business. Upon announcing the rebranding initiative at an all-company meeting, I…
What on earth is “holistic marketing”?
Holistic marketing is an approach to business motivated by the understanding that all elements of strategy are intimately interconnected–and that to build a great brand, marketing strategy must be applied to the inner-workings of the organization as a whole. Since we now agree that a brand is a feeling, it follows that brand-building is not…
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