November 13, 2009 – 9:08 AM
This is a repost of an article I wrote for Sprout.
The wave of social media adoption is continuing to bring new brands online and as this trend unfolds the social media eco-system is changing to absorb the new participants. In this post, I’ll share a simple diagram that can help make sense of how the [...]
Whether you’re starting a new venture, or need to upgrade your existing brand, the best place to start is to simply articulate what you’re looking for in a design brief. This post features a creative brief outline that has worked well for me in the past. Two quick notes before I jump in:
It’s Only an [...]
Brands grow from the inside out starting with the first innovators who are willing to try something new and moving on to early adopters, the early majority, the late majority, and finally the laggards. What may not seem immediately obvious is that brands need to continue inspiring the innovators and the early adopters even after [...]
People seem to fall in love with brands for three reasons that work together:
Desire: Maslow’s hierarchy of needs sums it up best; a theory in psychology, proposed by Abraham Maslow in his 1943 paper A Theory of Human Motivation, which organizes basic needs such as food and shelter at the base of a pyramid and [...]
January 19, 2009 – 11:20 AM
For those who have studied marketing, you’ll recall the 4 P’s:, Product, Price, Placement and Promotion. Today, however, three out of four of those P’s have often been usurped by other parts of the organization. Product is often managed by a research and development, or product development, group. Price is often set by the sales [...]