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    3 must-have ingredients for creating a powerful brand strategy

    October 12, 2019 by

    Clients often ask me if they should follow a specific approach when developing their brand strategy, and my answer is always YES!  As I touched on in a recent related blog, a brand strategy consists of various components that, together, serve as a blueprint for creating true understanding about, interest in, and engagement with your business. Here are the components I strongly recommend clients include in their brand strategy. Vision and Mission Core Values Target Markets & Audiences Market Discovery … Read More

    authentic brand blueprint
    Brand

    Do you have a current and compelling brand strategy fueling your business’ growth?

    September 19, 2019 by

    A small business CEO called me recently at the suggestion of a mutual associate. Let’s call her Sally. She was very frustrated and believed she had an urgent need for a new web firm. Turns out, she had spent months and a lot of money working with another firm on a new website. But she was very unhappy with the quality of work. Sally shared that her firm had evolved quite a bit over the last decade – as a … Read More

    building trust with employees
    Brand | Culture | Leadership

    Trust Me…

    March 10, 2015 by

    What comes to mind when you hear the words “trust me…”? A slick used-car salesman? A shady politician? Chances are, your first thought was of someone trying to get the best of you in an underhanded way. And that’s normal. Because trust – like respect – can’t be commanded. It has to be earned. What does this mean for business leaders? A lot. Research shows that the character and actions of the senior leader are inextricably linked with trust in … Read More

    brand identity refresh
    Brand

    Refresh or Rebrand? These Five Questions Can Help!

    November 12, 2014 by

    Do you long for a contemporary color palette? An updated logo or a more compelling tagline? New typography? Better photography and graphics? A different tone to the storytelling? For many marketing professionals and business leaders the answer is “YES!” It’s not uncommon for organizations to give their brand identity a facelift, or what we at Harmony Crew call a brand identity refresh, every few years. In fact, we help numerous clients create new and fresh expressions of their brand identities, … Read More

    Can you help me?
    Brand | Culture | Leadership

    Can you help me?

    September 4, 2014 by

    In response to ever-increasing levels of competition from their on-line competitors, many traditional retailers are putting more emphasis on personal and friendly service – “the human touch.” After all, high-end retailers like Nordstrom have successfully used this approach for years. Deliver superior service and engender customer loyalty – it certainly sounds like a recipe for success. Perhaps like us, you’ve noticed an uptick in attempted helpfulness in your recent shopping trips. Or have you? We’ve all felt the important difference … Read More

    Photo courtesy of AMC
    Brand | Culture | Marketing

    Discovering Your Authentic Brand Promise

    July 28, 2014 by

    The critically acclaimed TV series, Mad Men, may be set in the 1960s, but the insights it offers into the evolution of advertising, marketing, and business strategy are timeless. A scene in Season 7 particularly resonated with us. As the creative team gathers to start work for a major new client, Peggy directs each of the copywriters to give her 25 taglines by the next day. When Don asks, “What’s the strategy?” she responds, “They want to see the tags … Read More

    Brand | Marketing

    Are You Connecting With Today’s Digital Buyers?

    July 14, 2014 by

    The search for customers is over. Today, 90% of business buyers say that when they are ready to buy, they will find you. And, recent studies of the buying habits of B2B customers indicate that 8 out of every 10 start their buying journey with a web search instead of a personal interaction. In fact, half- to three-quarters of the average buyer’s decision-making process is completed virtually – without ever having a conversation with a sales person. That’s why it’s … Read More

    toxic leadership
    Brand | Leadership

    Caution: Hazardous Leadership Ahead

    January 23, 2014 by

    Hollywood’s stereotypical drill sergeant, who relies on mental humiliation and physical punishment to browbeat his troops into submission, may be getting an extreme makeover. And this change isn’t just for the big screen. According to a recent news report on NPR’s All Things Considered – “Army Takes on its Own Toxic Leaders” – toxic leadership is being blamed for the rise in suicide/attempted suicide and other forms of mental illness among enlisted soldiers. Wisely, the Army is taking an aggressive … Read More

    Brand | Culture | Leadership

    Core Values. The Heart of Your Organization.

    January 8, 2014 by

    As business leaders, we are taught to think logically and analytically. Best practices are our security blanket. We worship at the altar of the data-packed PowerPoint presentation. It’s comforting to know that we can justify our actions and decisions with hard facts. After all, there’s a lot riding on what we say and do. But when it comes to core values, we need to take a different approach. We can’t impose a belief system – no matter how logical or … Read More

    Brand | Culture

    Culture implications matter in mergers and acquisitions

    December 24, 2013 by

    A recent HBR article on the post-merger rebranding of two Latin American airlines — Avianca and TACA – made us sit up and take notice. Yes, the new red and grey uniforms and freshly painted aircraft were striking. The ad campaign was slick. But isn’t that what we expect from a major commercial company? What really intrigued us wasn’t the re-brand, but the fact that it had been 3 years since Avianca acquired TACA. Three years of maintaining and paying … Read More

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