“They called it fluff!” Creating or marketing brands means promoting and demoting ideas everyday. When you’re delivering creative work to a client, they need to see nothing less than concepts you and your team firmly believe in. But sometimes, something happens between that first client meeting and the presentation of …
When Promotions Kill Your Brand Strategy
by Margaret Sims The Bay department store is a venerable Canadian institution, and over my shopping lifetime, I have come to learn that the The Bay is a high quality department store. However, they seem to be moving into discount chain territory by using the old school marketing tactic of …
The Problem with Branding Experts
In the world of brand marketing, experts are everywhere. Branding agencies build their businesses on their expertise, and create proprietary jargon and brand models to bolster their credibility. But experts are often the exact opposite of what you need when you want to find your authentic brand.