Brand promise Archives

Batman Branding for Remarkable NFPs – Part 2: Know What’s at Risk for Your Customers

Guesting, Messaging/Copywriting, Storywork, Strategy

Heroes and villains. Batman and Bane. On the bell curve of all people, they’re the outliers, the extremes. Which one is your NFP? Most people would say the former… but how were the people of Gotham inspired? Who gave them the right story and reason – the one that...

Does your service live up to your copy promise?

Messaging/Copywriting, Strategy

It’s easy to make a promise, but very hard to keep it. Worse still, if you continue to overpromise, what started out as a small oversight (in your mind), snowballs out of control and results in an avalanche that can cause devastating damage and loss. But many...

Why YOU need a story: for your personal branding

Storywork

Once upon a time, story was banished from business. Then one day, a lone voice in the darkness – by this time now void of story and full of pitches instead – cried out “But people believe stories, not facts.” With this, a brilliant flash of light burst...

Building a brand pyramid

Strategy

If the world really is one big “global village” as Marshall McLuhan espoused, then today’s brands and logos must be its common language and symbols. Brands (and branding) initially began as a means of giving mass-market products a soul. Further developed...

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