Branding

59 Minutes of Branding

By Craig Honick / October 4, 2018 / 0 Comments

So, Albert Einstein is famous for saying that if he were given one hour to save the world, he would spend 59 minutes framing the problem. Not for the faint of heart, but who am I to question Einstein. I’ve done some thinking about this lately though, and the more I think about it, the…

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Value is Communicated Many to Many

By Craig Honick / April 30, 2018 / 0 Comments

This post is dedicated to association leaders, a segment of our client base we feel have been, and will continue to be, positioned to be effective tribal leaders if they maintain their focus on the original reason their organizations were formed. Associations, unlike manufacturers or service companies in the for-profit sector, were since their beginnings…

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Is Your Brand Strategy So 20th Century?

By Craig Honick / September 29, 2017 / 0 Comments

If the 20th century will be remembered for being the “media age,” the 21st century, so far, will be remembered as the “social age.”  How brands are marketed and understood are different for each age.  In the “media age” brands were predominately marketed one to many — as in driven persistently to the consumer, often by large companies with outsize advertising…

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Tribal as Constant Amid Social Media Craze

By Craig Honick / April 3, 2017 / 0 Comments

OK. So I’ve read two interesting blog posts about how Twitter and Facebook are simply channels. And that’s it.  Communication channels.  As in just because you tweet or just because you load your timeline up with really interesting stuff doesn’t mean it will have any effect on the audience you’re targeting.  So if you build…

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It’s Not What You Sell, It’s What You Believe – Bill Taylor – Harvard Business Review

By Craig Honick / April 4, 2012 / 0 Comments

Bill Taylor in HBR points out in many ways what it means to be a tribal leader.  What often distinguishes tribal leaders from ordinary leaders is that tribal leaders understand, consciously or unconsciously, the power of symbols and symbolic action.  Symbols are products of assumptions, beliefs, values, norms, and rituals.  They convey meaning.  They are…

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