Company Culture
11 Simple Suggestions to Bring Your Mission to Life Writing your mission can be one of the most important activities for any organization. But it’s not often easy. We want to rally people around a common purpose! To give direction and guide effort! To inspire people to join the
Positioning
You may think your marketing messages are telling a clear story. The only way to know for sure is to ask your audience. You know that it's essential to base your branding decisions on a solid foundation of data. But when deadlines are tight and everyone is asking
Brand Community
What do you think your customers or clients value most about your brand? You know it's essential to base your branding decisions on solid research. Because without data, the best you can do is make an educated guess about what your customers really think. Conducting brand research on
Positioning
Honing your brand strategy is fundamental to your business and marketing efforts. Maybe you’re suffering from one of the common symptoms of bad positioning. Or you’re working to expand your brand into new markets and reach new customers. No matter what, research that focuses on uncovering what your
Positioning
One of the core challenges you face as a marketer in the tech world is creating a simple, consistent brand that sticks in the minds of customers and distinguishes you from competitors. The foundation of a memorable, differentiated brand is a strong positioning platform. Strong positioning is always based on
Positioning
Let’s face it. Naming new technology products can be a painful experience. If you’ve spent time leading a technology marketing team, you are probably familiar with at least one of the following naming scenarios: * The lead engineer of the team building the product comes to you with a
Brand Community
A few weeks ago at DockerCon in Austin, Solomon Hykes introduced the Moby Project, “a new open source project to advance the container movement.” This announcement essentially split Docker (the company and product) from Moby (the open source project formerly also known as Docker). The communication challenges around how the
Positioning
At one point last year, and for the first time in history, the five largest companies by market capitalization were all technology companies: 1) Apple 2) Alphabet (parent company of Google) 3) Microsoft 4) Amazon and 5) Facebook. This is a staggering shift from a few short years ago, when
Brand Community
Here you are at yet another corporate after work meet-and-greet—you're third in line to fill your plate with inoffensive cubes of cheese (your choice, "orange" or "white"), crackers, and crudités, maybe have a glass of refreshingly bland chardonnay to savor as you begin
Identity Design
Are you in full-on startup mode? Maybe a little overwhelmed by everything you need to do to before your company greets the world? Is “company branding” one item on your checklist that you aren’t sure how to tackle? We feel you. And we have a good sense for the
Brand Community
One of the most common questions I get from people interested in taking a more open, collaborative approach to building their brand and culture is “Where should we start?” In our work at New Kind, we often help technology companies open up their brand and culture by including employees, customers,
Positioning
This is the final post in a series designed to help startups and people in the technology industry learn to position their brands more effectively. In this post, we’ll cover the brand mantra—where positioning all comes together. For a quick refresher, check out the previous posts about how