We once surveyed Boardwalk’s clients to find out what was the one, most valuable thing they gained from working with us. The answer? Clarity. They could see their businesses, for the first time, through the eyes of their customers and clients. They understood, finally, how their markets wanted to relate to them, how their businesses were expected to behave. This clarity afforded them a singular vision of what each business could – should – be. In turn, that vision could be shared with everyone in the company. “This is the ideal us. This is who we aim to be everyday. This is our North Star.” In this sense, a clear brand strategy is a powerful management tool. It gives everyone in the business a quick and easy-to-grasp concept of what the company’s purpose and mission is. Everyone gets the company’s positioning. Everyone starts rowing in the same direction. But the brand strategy is not solely an inward-facing tool. Customers, suppliers, financiers – every constituency in your market – all see the same North Star and how your business is striving toward it. They judge your brand by its choice of North Star and by how devoted your company is to following it.
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Ruling the roost: 5 Questions with Andrea Zahumensky, CMO at KFC US
Great insight into how even the most boring, commoditized product can be turned into a beloved brand.
Experience And Influence: The New Status Symbols
Less is more. Less is more. Less is more. Less is more. Less is more. Less is more. Have I said too much?
The Hard Truth of Living Your Brand Values
It’s easy to talk the talk. Much harder to walk the walk.
The Role of Brand In a Crisis
In a crisis, strong brands become the flag around which people can rally and respond.
New Logo and Identity for 2019 World Fencing Championships
As an ex-fencer myself, I can’t tell you how sick I am of lunging-fencer logos. This new logo takes fencing logos up to a higher level. I agree with the author it should be used beyond 2019.
New Logo and Identity for Museo Moderno
Agree with author: the colors are weird but there’s greatness in the structure of the identity.
Innovating With The Jobs To Be Done Concept
I really like this approach.