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.
Engaging in Troubling Times “We’re in this together.” It’s just what you say in times like this when it’s easy to feel stranded and out to sea. There’s nothing like a shared experience, especially a shared hardship, to build customer loyalty – as long as your customers truly feel like you’re sharing. In 1981, Whole […]
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Adapting as Reality Changes Its Spots The “New Normal” is a phrase with which we’ve become all too familiar, with everyone guessing what post-Covid consumer behavior will look like and tailoring their responses accordingly. In 1973 oil prices spiked and gas shortages had drivers stopped in their tracks, leaving the global auto industry guessing about […]
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How to Say What You Mean and Mean What You Say When You Write – And Maybe Move Some Hearts and Minds The Iceberg Ernest Hemingway’s short story Hills Like White Elephants begins: “The hills across the valley of the Ebro were long and white. On this side there was no shade and no trees […]
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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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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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During recent conversations with Chinese device providers, we noted three common issues facing the companies, as well as the strategies they are employing to overcome them. Security, Perceived Quality and Awareness 1. Security In 2018, governments across the globe fretted about the possibility of Chinese device companies building in back-door access to their network systems […]
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A demo is different than a standard presentation or meeting. It’s better. A demo offers the opportunity to incorporate visual, auditory, tactile and other sensory cues that engage an audience with built-in interest while showcasing the totality of your company’s capabilities. For most organizations, the chance to meet with a potential or current client in […]
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With all of the hoopla surrounding Apple’s revenue warning last week that the company attributed to slowing sales in China, some may miss an even bigger clash of the titans brewing than Apple vs. Huawei—AliBaba vs. Amazon. AliBaba isn’t a household name in the United States and Europe, but it will be soon. With almost 700 […]
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Yesterday, Apple cut its revenue forecast for the first time in 15 years on the heels of slower sales in China. Today the company lost over 10% of its value. In one trading day. Not so very long ago, Apple had the best selling smartphone in China. Today it is a distant fifth. What phones […]
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Every year not long before the turn of the calendar, the BrandCulture team pauses to evaluate and reflect on the work we’ve been doing with our clients over the past year. This provides an easy segue into an even more important imperative: how do we anticipate our clients’ needs for the coming year? We’ve compiled […]
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