Positioning
Brand positioning doesn’t have to be difficult Those who spend all of their time thinking about brands and brand positioning can make the subject seem incredibly complex. Before you know it, these experts will fill you up with so much marketing jargon and so many impressive-sounding positioning principles and
Leadership
When Tom Peters speaks, I listen. His book Re-imagine! was the first business book to truly capture my imagination and ignite the engines. It changed my world. I only wish I’d followed his advice more than I have. In his latest book, The Excellence Dividend, Peters is once again
Storytelling
Each year, like clockwork, the fiscal year draws to a close, the calendar turns over, and companies the world over find themselves back in Q1. Many mark the occasion with the yearly sales kickoff, or SKO. This annual event serves as the jumping off point for the forthcoming year’s
Startup Branding
Note: We suggest reading Part One if you haven’t already before jumping in here for Part Two. Step 3: Sort contenders from pretenders There’s no hard-and-fast rule as to how many name candidates constitute “enough.” Your brainstorm, whether it took place over the course of a couple of
Brand Community
Defining clear personas is a critical part of creating a compelling value proposition, brand strategy, or marketing strategy for your tech company. Your marketing team might already have a list of target customers they are reaching with their content—complete with names, ages, job titles, what they like or dislike,
Startup Branding
Let’s be honest. Entrepreneurs have a lot on their plates. Taking your startup from the whiteboard to the boardroom is no small feat. Done right, it’s a business model of unmatched opportunity. There’s no reason your big idea can’t become the next Snapchat, the next Airbnb,
Brand Community
Who are the most passionate people in your organization? Look around. Mull it over. If your first thought is to look to your marketing, communications, and culture teams, you wouldn’t be alone. And why not? These people spend their days thinking about and working to improve your brand, its
Company Culture
New Kind News
We're thrilled to introduce one of our newest team members, Danielle Souder, who joins New Kind as our Senior Relationship Manager. I recently had a chance to sit down with Danielle to get to ask her a few questions about herself. Where is home for you? It'
Identity Design
Brand names are everywhere. Here, I'll show you. Look down at your desk and see how many names you can find peeking back up at you. I spot at least five: Apple, Moleskine, HydroFlask, Sharpie, Burt's Bees. When's the last time you thought about
Leadership
When working with new coaching clients, I tend to model the approach of the caterpillar from Alice in Wonderland with his challenging question: “Who are you?” The vast majority of us tend take the answer for granted. Yet the truth is—whether you’re an experienced CEO, an emerging leader,
Identity Design
The strongest brands come to life at the intersection of story and design. The two exist symbiotically, reinforcing one another. When you effectively combine the two, it helps your brand stand out. To be clear, standing out doesn’t always mean you’re the loudest or the boldest. Sometimes standing