Michael Scott and Pam's Mom

You and me: The Brand Relationship Theory

Do you love "the Office?" I do... In one of my favourite episodes, Michael Scott got herpes and wants to know who gave him the disease. He starts working backwards through his partners, chronologically. Michael Scott, being the man he is, instead of informing his past partners of his infection, he asks them relationship-related questions … Continue reading You and me: The Brand Relationship Theory

Smoothies and Tim Hortons… Success or failure?

Last week we talked about Starbucks’s recent experiment of serving alcohol in some of its locations. We ended up recommending them to create a second brand. We also said, on our next article we will focus on a successful line extension from Canada: Tim Horton’s, one of Starbucks’ archrivals. For those of you who are … Continue reading Smoothies and Tim Hortons… Success or failure?

Alcohol and Starbucks… Success or failure?

I recently read an article by Mr. Martin Bishop from Landor about Starbucks serving regional wine and beer in some of its Seattle locations. Lately, Starbucks successfully updated its identity and announced that it aims to be more than a coffee company. The brand’s little experiment clearly shows that it means it. But I think such … Continue reading Alcohol and Starbucks… Success or failure?

What’s in a name?

I love working with a brand named after its founder because they make my life much easy. The majority of brands still communicate merely what they’ve got (their products, their services, or their features.) Only a small number of brands communicate their “promise”, which is definitely a better marketing strategy. A promise is the universally-accepted … Continue reading What’s in a name?

The art of effective writing

Almost a year ago I decided to start this blog, primarily because I realized that as a non-native speaker, I needed to improve my writing skills, a problem far beyond writing error-free articles. I had to improve the structure of my articles to be a more effective communicator. Structured writing was a skill that I … Continue reading The art of effective writing

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 … Continue reading How to conduct a 360 stakeholder audit? -3

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. … Continue reading The art of crafting compelling messages

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 … Continue reading How to conduct a 360 stakeholder audit? -2

8 ways to attract and retain young talent

According to Steelcase’s 2006 survey Millennials already make up 21% of the workforce in the US. This number will only go north in a couple of years. I assume by now you have realized that young employees are not conformists, they don’t want to play by the old rules. So, whether you like it or … Continue reading 8 ways to attract and retain young talent

How to increase the effectiveness of your communications -3

As you may remember, previously we explored two of the three pillars of communication. Today, on the last instalment of this trilogy, we are going to concentrate on the last pillar of communication: To whom are you talking to? Persuasion is a tough task. All people are not alike. However, if you pay attention to … Continue reading How to increase the effectiveness of your communications -3