Rational, emotional and self expressive benefits and a little magic = brand strategy.

Sometimes the conventional wisdom — no matter how fervently believed or widely accepted — deserves to be reconsidered in a new light. There is no shortage of perspectives on brand strategy, but when all the pundits agree, it’s time for a second opinion.

Hannover Messe – Branding at the World’s Largest Industrial Conference

The  Hannover Messe conference in Germany is the world’s premier event dedicated to industrial products and services. Think Siemens and its transportation systems, larger-than-life robots, machines that make machines and industrial internet platforms. Some quick facts: the annual 5-day event is held in Hannover, Germany, with over 215,000 visitors and 6,000 exhibitors. Filling nearly 30 […]

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Why Your Brand Must Drive Innovation

Branding is of course far more than applying a badge or emblem on an organization. As we assert in our Shared Purpose perspective, the overall goal is at once simple and ambitious: to “engage employees and drive customer preference.” Your brand ultimately represents both the vision and the strategic position that you seek to convey […]

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