Become a Brand Action Hero

A hero takes action. She may have some ideals or a philosophy—she probably does—but she becomes a hero through the actions she takes. When a hero’s actions don’t support her goals, she falls short. And when a brand has a philosophy or a mission statement that’s not backed up by action, it falls short. The Read more


Emotional Branding: Connecting With Your Customers Through Story

Your business succeeds or fails based on the connection that you share with your customer. Borrowing a few tricks from Hollywood will help you strengthen that connection. Story is the secret ingredient that makes an emotional connection powerful and lasting. A show about a high-powered political “fixer” doesn’t immediately sound interesting. But a show about Read more