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Psychology in Branding: The Power of Archetypes

Psychology in Branding: The Power of Archetypes

Ever notice that certain brands make you feel a certain way? That's not accidental. Companies use psychology in branding - better known as Archetypes - to create an emotional bond that drives connection, likeability and loyalty. Here's how it works, and how it can...

Burger King’s New Ad Campaign: A Whopper Win

Burger King’s New Ad Campaign: A Whopper Win

ICYMI: In February 2020 Burger King Corporation  launched an ad campaign announcing no more preservatives in its food… with this daring image. A rotting burger. Yes, it’s a bit tough to swallow (ha!), but as far as a jaw dropping ad campaign goes, it is also...

DIY Branding: is it for me?

DIY Branding: is it for me?

Your company's small and resources are tight. Should you try DIY branding? In talking with a prospect the other day, she brought up the topic of DIY branding. “You know, I’ve downloaded one of those DIY brand kits off the internet. What do you think about those? Can’t...

Dropping Your Price to Close The Deal?

Dropping Your Price to Close The Deal?

Dropping your price to close the deal can hurt your brand. Here's how to avoid that. I was speaking to a business leader about his ability to land deals. “Oh, it’s easy. We can close any deal. We just drop our pricing a little bit and we get the business.” ...

The Formula for Irresistible Case Studies

The Formula for Irresistible Case Studies

You’ve decided to do some marketing to highlight how your offering can help customers achieve their goals. And you’ve decided -  rather than using charts, facts or statistics - that you want to show people the impact you can bring with case studies. So how...

Why You Shouldn’t A/B Test Your Brand

Why You Shouldn’t A/B Test Your Brand

I was speaking to a business leader recently about A/B testing for branding. (A/B testing is the process of coming up with two different communications assets to test with -mostly online - consumers, to see which performs better.) “It would be so great,” he mused. “We...

Brand Fundamentals to Help Grow Your Brand

Brand Fundamentals to Help Grow Your Brand

You’re busy running your business and not always thinking about branding. In this piece, we're highlighting some brand fundamentals and how to use them, so you can become a better brand steward for your business. It can also help you communicate the value you bring...

Customer Profiles that Boost Your Marketing

Customer Profiles that Boost Your Marketing

Every marketer wants a powerful customer profile in their toolkit. A well-designed customer profile provides a powerful snapshot of buyer needs and desires, pain points, and motivations. The customer profiles I create for my clients include all this plus behavior...

Why Targeting Helps Your Business Grow

Why Targeting Helps Your Business Grow

“If you chase two rabbits you catch none.”  I once talked to the founder of a cyber-security company who insisted that everyone was his target market. Everyone. From suburban moms to F50 multi-nationals, everyone could benefit from his solution. His goal was to...

Crafting Your Unique Value Proposition

Crafting Your Unique Value Proposition

How to Differentiate Your Business and Build the Backbone of Your Brand Strategy Your Unique Value Proposition is one of the most powerful outcomes of brand strategy: it gives your brand a true, clear competitive advantage. It answers: “what do you bring to your...

The Magic of The Customer Journey

The Magic of The Customer Journey

How To Turn Prospects into Customers that Love Your Brand “If you build it, they will come.” - Ray Kinsella, Field of Dreams This line exists only in the movies for a reason. As a small business, it’s wishful thinking that all you need to do is set up shop and manage...

Why Simplicity Always Wins

Why Simplicity Always Wins

Our world today is a minefield of complicatedness. Business is complicated, technology is complicated, disruption is complicated, your clients are complicated, and their problems are complicated. But that doesn’t mean your message should be complicated. You’re...

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