THE BOTTOM LINE IS ALL THAT MATTERS!

NOT. If a bottom line is your sole focus, you may very well be on your way to bottoming out. In today’s world, there’s so much more to the equation. For example, Millennials are leading the demand for authentic, purposeful brand behavior. The evidence is clear: powerful behavior can be seen by well-known brands such […]

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Stand for Something

STAND FOR SOMETHING

Whether we’re aware of it or not, we choose brands every day, all day long. Whether it’s the coffee we drink or the cereal we eat, where we eat lunch or what wine we have with dinner, what books we read or what movies we see, … you get the picture. We rarely take time […]

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HOW TO STAND OUT IN AN ALREADY CROWDED SPACE

There once was a restaurant chain that pioneered its category. But it let its lead slip away. How? By thinking it could build traffic by targeting everyone instead of protecting its unique position. As you can imagine, that didn’t work out well. It just doesn’t work to be all things to all people. Unsurprisingly, traffic […]

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