Strategic Branding

Shared Purpose – Uniting Brand and Culture to Drive Business Performance

Shared Purpose begins with a singular idea that asserts unique value to engage employees and drive customer preference. We begin the development of Shared Purpose by examining and defining the aspirations, values, attitudes and competencies that comprise a collective organization. We divide our approach into a Brand Platform that consists of six constituent components and […]

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Kiwis, Sheep and Ferns: A Pastiche of National Clichés Battle to Become New Zealand’s Flag 2.0

There’s an emerging trend to replace Procrustean national symbols with more sparkly versions of the same by means of a popular vote. Switzerland recently sent its national anthem packing, perhaps with similar motivations to a recent petition to change the US National Anthem to Uptown Funk. In the realm visual symbols, put a design to […]

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4 Keys to Effective Content Marketing

Content Marketing Starts with Great Content. Here’s How to Create It Identifying prospective customers, capturing their attention, fending off competitors and closing sales is difficult work. Smart companies everywhere are turning to content marketing to help them drive, nurture and convert leads more effectively. Also known as inbound marketing, it’s based on the premise that, […]

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