Articles
Business Insights articles explore new ideas for driving growth in your organization. I regularly update them with new data, insights and results. I go into greater depth on some topics in my downloads.
Your Company Identity Goes much Deeper Than Style
If you asked ten employees “What business are we in?” how many would give you a clear, concise answer? Would any three give you the same response?
The Fourth Corporate Statement: Strategic Identity
The punch list for starting a company always includes vision, mission and value statements. Rarely does it include the strategic identity – but it should. Here’s why.
5 Conditions Needed To Start The Identity Development Process
Creating a strategic identity is not easy work. Are you ready?
Book: Building The Brand-Driven Business
Most books on branding focus on identity, design and psychology. This is not one of those books. Instead, authors Davis and Dunn of Prophet focus on brand as a business strategy that is delivered by the entire organization.
3 Steps for Building The Value Of Your Intangible Assets
Intangible assets can constitute up to 75% of a company’s total value. Capitalize on the untapped value of your brand to further differentiate yourself in the market.
Every Business Function Is Responsible For YOur Identity
Most executives feel the strength of their brand lies in marketing. But the truly great companies know that every function is responsible for delivering the brand promise to the customer.
Distinguish Your Company, Not Just What It Sells
Surveys show that emotional and personal values impact B2B decisions twice as much as product value. Having a distinct corporate brand can make all the difference to your business.