Tag Archives: customers

December 9, 2009

Newcomers and Outsiders Raise Performance

Rocking the boat actually brings smoother sailing You may be surprised, but I’ve often felt that consultants are overrated. What they give—a binder of good suggestions—doesn’t always justify the fee. But often consultants can provide something no insider can: a new perspective. A consultant’s success may have less to do with their product than their simple [...]

Posted in Consulting, Creativity, Management | Also tagged Branding, Brigham Young University, BYU, clients, consultants, discomfort, groups, harmony, Katie Liljenquist, Marketing, Marketing tips, Marriott School of Management, newcomers, Northwestern University, organization, productivity, Scientific American Mins, students | Leave a comment

November 23, 2009

Branding’s Challenge: Controlling Language

You don’t own that A lot of brand experts talk about “owning” words. Tony Robbins, for example, owns “motivation”; Apple owns “innovations”; and President Obama owns “hope.” Experts propose exercises such as, “if you looked up the word ________ in the dictionary, you’d find a photo of our company.”

Posted in Branding | Also tagged Apple, bidwell id, brand, Branding, business, Coca-Cola, discovery, Google, Hope, Just Do It, Marketing, Martha Stiglin, Nike, Obama, President, Research, strategic, Tony Robins | Leave a comment

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Tag Archives: customers

Newcomers and Outsiders Raise Performance

Branding’s Challenge: Controlling Language

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