May
31
2017
I recently helped a consumer products company position a new service that they’re creating. The goal was to launch in 6 months. While the specs had been written, the offer itself was still in development. The product roadmap post-launch...
Apr
17
2017
Wait. Hear me out. I’m not ready to call time of death on differentiation just yet, but something is going on that makes me wonder whether we need a new model for what drives value at the heart of...
Mar
21
2017
Recently, a CMO client said to me in frustration, “Our brand needs more urgency.” What she meant was she needed the brand to start working harder faster, contributing to business performance sooner. It’s no surprise that CMOs are under...
Dec
15
2016
I’ve been a brand consultant for 20 years now. That is a difficult job to explain to people. Usually when I say I’m a brand consultant, people will respond, “Oh, you design logos.” And although I have an MFA...