Articles
Connecting at a distance, maybe better than ever before
My company’s business strategy changed five years ago when we moved from traditional, in-person training, communication and events, and instead committed to mastering technology. We were seeing the...
Time Stands Still For No Brand
We all need to switch things up once in a while—whether it’s changing the paint color in our living room, trying a new kind of food or rearranging our office. It keeps things interesting. It helps...
Every great wine (and brand) has a story
JetSet Magazine I am a fan of wine. Note that I didn’t say I was a connoisseur because, I frankly don’t feel I am close to that. Not only is a great wine an enjoyable experience, it is an...
Reviving the brand signal
Established, respected manufacturers who’ve been around for decades, even centuries, can lose their brand signal. Their uniqueness and everything they do that makes their company and products...
Brand Survival At Its Best
Greater Fort Wayne Business Weekly—July 2014 Company acquisitions happen every day. We usually only hear about the big ones like American Airlines buying US Airways, Fiat buying Chrysler and...
Brand is King
It’s always interesting when a company changes or updates its logo. Sometimes it’s met with applause and other times it ignites debate and disappointment. Olive Garden recently revealed a new logo....
The best kept secret
Greater Fort Wayne Business Weekly—March 2015 There’s something appealing and interesting about a “best kept secret.” It might be a restaurant that looks like a dive on the outside, but when you...
Tell the story
I recently watched a video about 14 things Apple® iPhone® headphones can do that many people don’t know about. I have to say, I learned a few things. And it made me wonder why so many...
Engaging from the inside out
Greater Fort Wayne Business Weekly—February 2016 Have you ever worked for a company where you felt as though the employees were the last to hear about anything, whether it was new branding, a new...
The strongest brands make emotional connections
Greater Fort Wayne Business Weekly—November 2017 Think about some of the greatest brands in the world today. They don’t have to be brands with a long and storied history. Even those that have only...
Contraction makes brands stronger
Greater Fort Wayne Business Weekly—August 2017 Once a business succeeds in a particular product or service area, the tendency is often to branch out and try to conquer new areas, markets and...
Careful planning is needed for brand extensions
Apple iPhones, Colgate toothbrushes, Dr. Pepper marinade, Virgin Atlantic Airways—all are examples of brand extensions. Some have become instant successes, while others never made it off the ground....