by wisewinters | Mar 23, 2018 | Brand Strategy
Confession: I’ve always felt more comfortable facilitating a brainstorming session than participating in one. It’s not a control thing, it’s just that I am more wired to identify problems to be solved and tapping into the energy and creativity of others who are more...
by wisewinters | Feb 10, 2018 | Brand Strategy
Sound strategy means you can’t be everything to everyone One of the toughest aspects of working with a client team to develop their brand strategy is to help them create focus by defining clear boundaries for their brand. Deciding what a brand is – and importantly,...
by wisewinters | Jan 9, 2018 | Brand Strategy
Spotting brand weaknesses before it’s too late While sometimes I work with teams in building new concepts from the ground up, often I am brought in to help teams refine or re-position their brands when they get stalled. Here are a few of the most common...
by wisewinters | Dec 6, 2017 | Brand Strategy
Challenging Conventional Wisdom in Retail Brand Portfolio Management I am a big believer in focus – it is a huge part of the work I do with companies, to help them make strategic choices about where their priorities are, and what they need to walk away from. So I love...
by wisewinters | Sep 8, 2017 | Brand Strategy
One of the most critical exercises a start-up (or any business) must tackle is defining their brand. The brand isn’t the just product, or the logo, or the marketing communications – though the brand strategy should guide all of those. Rather, your brand is the set of...
