by bruce | Feb 24, 2016 | blog
I checked out BigSpeak.com to see who’s on the speaking circuit these days and found several fighter pilots, celebrities, ex-CEOs, an Enron whistleblower, an undersea explorer, a swimmer, an “empathy warrior,” and to top it off, a “John Muir impersonator.” I have no...
by bruce | Jan 15, 2016 | blog
Growing a business is one part machine and one part magic: Sales tools, SEO, Web apps and CRMs provide the machine, while the mysterious power of branding provides the magic. Think of it as the left and right sides of your brain. Both work together in order to dance....
by bruce | Jan 20, 2015 | blog
Name the brands associated with the following: Walk into a restaurant and hear, “Welcome to…” Airline associated with peanuts. Warm gooey cookie served at check-in. Pink Cadillac Pink everything Blimp piloted by Snoopy Slice of lime in the beer bottle neck....
by bruce | Dec 2, 2014 | blog
The first question I ask in Brand Workshops is, “When you think of Volvo, what’s the first word that comes to mind?” Invariably and without exception, participants reply, “Safety.” Volvo = Safety is a Brand Concept – the core idea of the brand. In this case, it’s a...
by bruce | Oct 23, 2014 | blog
Suppose I came to you with a business idea: SELLING POPSICLES. Unlike the colorful Popsicle brand, I want to sell mine as a frozen blob on a stick without any branding or packaging. And since Popsicles normally sell for $2.50 a dozen, I also want to price mine at...
