Q: What does it mean for a company to be innovative?

Posted by on Sep 22, 2016 in Branding, from Q to A | Comments Off on Q: What does it mean for a company to be innovative?

Q: What does it mean for a company to be innovative?

A: Innovative is a big word, one that is used more and more in our ‘innovation economy’. There it is again. I used the word. When overused however, it can easily become meaningless. If you’re going to use the word innovative as an adjective to describe your company or brand, you need to be able to demonstrate what you mean by it. I recently attended a Downtown Orlando Partnership panel on the topic of innovation. Here are the many ways the panelists described innovation in their own organizations. By trying, you either fail, win, or win big. But it starts with trying. Eliminating red tape....

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Q: Does the concept of leaning in apply to companies as well?

Posted by on Sep 15, 2016 in Branding, from Q to A, Strategic Planning | Comments Off on Q: Does the concept of leaning in apply to companies as well?

Q: Does the concept of leaning in apply to companies as well?

A: When people use the expression ‘lean into your strengths’ they are most often referring to individuals expressing their best selves in life and work. However, I would argue that the same philosophy applies in branding, where companies must identify and channel their unique strengths to stand out in the marketplace. It’s how companies apply their SWOT analysis to their strategic positioning and the objectives in their marketing plan. By focusing on overcoming weaknesses, companies prevent failure. By focusing on or leveraging their strengths, they get results. It was once explained to me...

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Biotech: Big Business or Social Enterprise?

Posted by on Sep 5, 2016 in Branding, Communications, Great Companies, Work | Comments Off on Biotech: Big Business or Social Enterprise?

Biotech:  Big Business or Social Enterprise?

By nature, biotech companies are social enterprises. They are committed to having positive social impact as well as reaching more commercial objectives related to increasing visibility, partnership opportunities and revenue. Such is the case for mBio Diagnostics and miRagen Therapeutics, two growing biotech companies looking to build their businesses on a solid communications platform. mBio, for example, is on a mission to accelerate the diagnosis for HIV, hepatitis and other infectious diseases of high global impact in order to improve human health, and miRagen is harnessing the power of...

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Q: What are the building blocks of effective tech branding?

Posted by on Jun 1, 2016 in Branding, from Q to A | Comments Off on Q: What are the building blocks of effective tech branding?

Q: What are the building blocks of effective tech branding?

A: Tech companies often speak more about product functionality than brand promise. They make this mistake because they prioritize what can be quantitatively measured over the human experience. However even with technology, human experience is at the core. Effective branding creates deep interest and loyalty among consumers, and that happens when a tech company’s brand is perfectly aligned with the user’s experience of their products or solutions. Here are the basics any company, especially a tech company, should consider when building an effective brand strategy: Audience: Who is your target...

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Q: What is the difference between messaging and storytelling?

Posted by on Jan 28, 2016 in Branding, Communications, from Q to A | Comments Off on Q: What is the difference between messaging and storytelling?

Q: What is the difference between messaging and storytelling?

A: When it comes to brand communications, messaging and storytelling can be synonymous. They both help tell an organization’s unique brand story in a way that is distinct, authentic and memorable. After all, a brand is nothing more than an ongoing story; a set of meaningful, emotional experiences, unfolding between the brand and its audiences. Just like stories, brands can be clear, engaging and inspiring or immodest, uninteresting and confusing. The inspiring ones light up social networks, passing virally from storyteller to storyteller. The others disappear. Where messaging and...

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