Discover Boating Collaborate with Cutwater to Honor Next Generation of Boaters

Image provided by Cutwater Agency Discover Boatingpowered by the National Marine Manufacturers Association (NMMA) and Marine Retailers Association of the Americas (MRAA)the leading recreational boating manufacturer and retailer industry trade groups representing the $45 billion marine industry, has teamed up with creative and media agency Cutwaterwith offices in San Francisco and New York City, to … Read more

Leading Brands Put Employees 1st, Customers 2nd

Employees are the frontline when it comes to customer relationships and delivering the brand experience. This is especially true in a service business. Investing in a brand’s people should always be a priority. In March 2022, Starbucks changed its CEO. Kevin Johnson who became CEO in 2017, announced that he was leaving. Mr. Johnson was … Read more

Why Focus And Unfocus Are Vital For Creativity

Ambiguity can be at odds with many design approaches and with creative work in general. But ambiguity can actually help you get the most from any creative process if you know how to navigate it. Part of that navigation includes knowing when to focus and when to unfocus. For example, when your creative work requires … Read more

5 Requirements For Business Relevance

The ability to see and seize, to shift and focus, is not the norm for most organizations, wherein these skills must be learned. As in so many initiatives in business and in life, the theory is simple to grasp. The implementation is a far more difficult task, as press coverage of failing and failed businesses … Read more

The Care for the Planet Will Never Go Out of Style

Fashion enthusiasts, here are some great news for you: Did you know that you can still manifest your style through clothes without hurting the planet? Environment advocates might disagree, as they are surely aware of the fact that fashion is one of the largest polluters in the world. But while the industry’s wasteful practices are … Read more

The Undeniable Value Of Core Customers

There is nothing like a core customer. Core customers already know what is great about your brand. Core customers are valuable assets. In branding, your priority must be to adore your core. But, apparently, core customer retention is just not as exciting or attractive to most marketers. They are always chasing the next, most contemporary, … Read more

4 Keys To Revitalizing A Fading Brand

As reported in Bloomberg BusinessWeek, athletic shoe brand Reebok, recently orphaned by Adidas, has a new owner: Authentic Brands Group, Inc. Authentic Brands is known for the rejuvenation of mismanaged, once wonderful brands. One of the questions raised in the press focuses on whether Reebok should revitalize its original brand promise or whether Reebok should … Read more

Leveraging Consumer Identity For Brand Advantage

We buy a huge range of products because of a drive to enhance the extended self. Athletic wear merchandisers get this, but companies in other verticals may not. Brands that link the consumer to key elements of the self, whether these are schools, favorite musical artists, old neighborhoods, or coveted identities like “successful executive” or … Read more