Our world today has become obsessed with reductive perspective. We are consistently represented to in this way. The back panel of every food package has ‘Nutritition Facts’ posted in a box which states (with a certainty that is surely misplaced) a specific and finite amount of clinical detail for a reductive formulation of the contents broken down to mass nutrients and a handful of known ‘essential’ elements. We are told we must communicate what we do and what we want in ‘10 second sound bites’. Any more doesn’t fit into the listener’s ‘view’.
The author argues for a broader perspective using references and examples from Western Art to make his point for a stronger way of doing things.
The recent opening of Simons’ $30 million, 115,000 square foot West Edmonton Mall store is yet another example of a leading brand from another market opening their first store in Edmonton, Alberta. Simons is a fashion-forward ‘junior’ Department Store. The new West Edmonton store is its first outside of Quebec. With all the places it could have opened in, it chose Edmonton. Why?
We work in ‘the art and science of branding the extraordinary’. Since you’ve found us, I feel your brand may be exactly that: extraordinary. With a bit of tweaking there isn’t a single reason you may not turn it to amazing advantage, through effective brand management.
This process will do three things:
1. Help you attract, engage and retain top talent (and top clients)—on an ongoing basis; and 2. Enhance the appearance of systems throughout the business making it easier to run; as well as 3. Create a direct path towards licensing (and/or franchising) potentially repaying the significant investment of time and money you have made in your business, while earning an excellent profit on it.
If you are not leading in your category, then it is time to redefine, refine or reinvent your category. This approach has been used by successful long-standing technology brands like Microsoft, Apple and IBM who have all reinvented their category more than once.
In today’s tech-savvy world, sticking for too long with a category that has been usurped by competition (or new technology) may be a recipe for failure. Sometimes it’s better to salvage your brand (and your dignity) by moving on, or better: move up, by reinventing a category that may be tired.
Our process defines your market brand exclusivity in plain English terms, while backing it with a competition-slaying strategic approach.
Instead of thinking ‘hardware’, ‘software’, and further down, ‘wireless devices’, and ‘apps’, they really should be thinking media and medium–and how to better serve linking both. To understand this deeply and fully, you’d probably have to be a cross between Bill Gates, Rupert Murdoch and Richard Branson (with a liberal dose of Conrad Black). Still, we can speculate, and when we do, we see a whole new kind of future using and a collaborative range of INTELLIGENT IT devices which work together in providing us (people!) with a seamlessly personalized experience of liaising with the world while providing us with ample opportunity to manifest our greatest and most abundant good!
When marketers say a brand is a promise, what they’re really saying is that brands connect emotion with a need to a solution. Therefore, determining Emotion is one part of the promise—and connecting it with a Category—or Niche (solution), is the second; Branding welds it all together. X8 is a revolutionary technology map that actually […]
This article discusses how to apply the four universal communications steps to social media with specific suggestions and a recipe to try with Twitter, including how to select your audience within the Tweet and how to retweet strategically with different results than by using Twitter’s ‘retweet’ button.