Should the LA Clippers Change its Name?

Donald Sterling, the disgraced owner of the Los Angeles Clippers has decided to sell his team, and Steve Ballmer, the former CEO of Microsoft placed a bid of $2 billion to purchase it. Since the NBA approved his proposal, now many people are wondering the same thing: Should Balmer rename the LA Clippers? Do they…

How to create a buyer persona?

“Our target audience is 18-48, female and male, C1, B and A.” You might have heard a similar nonsense statement before… The above sentence is a feeble -and rather soulless- attempt to describe a “target” “audience”. I am categorically against using such lingo as it’s a completely outdated way of thinking. I also believe that in this day…

How to discover your organizational values?

Are you trying to define what keeps your organization together? Do you want to discover your organizational values? Would you like to write down “the way things get done around here?” Then, read on!

Conducting online brand audit

Today, I’d like to show you step by step how to conduct a basic online brand audit. Since we are in the middle of the winter, and given that I live in Montreal, I chose “ski resorts in Eastern Townships” as my topic (Mont Sutton, Ski Bromont, Mont Orford and Owl’s Head.) I chose these ski resorts, because they…

My blog’s 2010 in review

The stats helper monkeys at WordPress.com mulled over how this blog did in 2010, and here’s a high level summary of its overall blog health:

How to conduct a 360 stakeholder audit? -3

Previously, we talked about how to identify your stakeholders and how to prioritize them. Today, I will give you some insights on the common characteristics of your key stakeholders. As you may recall, we use two criteria in assessing the importance of a stakeholder: its power and its level of  interest. Let’s analyze some of your…

The art of crafting compelling messages

Previously we talked about the basics of a messaging matrix. That is a tested a proven method that will improve your communication effectiveness.  But, what will make your matrix stand out are the actual messages. In order for a message to stick, it should be compelling. Today we will discuss what makes a message more compelling.

How to conduct a 360 stakeholder audit? -2

Previously we talked about the importance and identification of your stakeholders. Let’s continue from where we left off. Not all stakeholders are equally important. You should focus your attention to the “key” ones. Who are they? They are the ones who can affect (and will be affected by) your branding project. You have to get…

How to conduct a 360 stakeholder audit? -1

What is the fundamental difference between advertising and branding? While they might be amply distinct, I believe the key difference between the two is who they target. The primary -actually sole- focus of advertising is customers, which is understandable. On the other hand, branding practitioners need to have a wider concentration. They work with “key stakeholders” of an organization. Why? Because a company’s…