Posts in chronological order with tag authenticity

Five questions about authenticity and the open source way with Jim Gilmore

by Chris Grams May 25, 2010

A few months ago, I had the opportunity to meet Jim Gilmore, co-author (with Joseph Pine) of the book Authenticity: What Consumers Really Want. I first read the book a few years ago, and it really struck a nerve for me—these guys were on to something.
So I convinced Jim to subject himself to a Five [...]

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Brand positioning tip #9: A brand mantra is not a tagline

by Chris Grams March 17, 2010

In Brand Positioning Tip #3, I introduced the concept of the brand mantra. The term was originally coined by Scott Bedbury during his time at Nike, and it refers to a short 3-5 word phrase created to capture the very essence of the brand’s meaning.
Usually a brand mantra includes or hints at some of the [...]

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Three signs your corporate culture isn’t ready for the open source way

by Chris Grams February 10, 2010

It’s a good bet that the next generation of defining companies will have corporate cultures built the open source way– around openness and collaboration, while fostering community and culture that extend outside the company walls.
In fact many of the defining companies of the first decade of this century show these characteristics (with one very notable [...]

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