By Pete Kloppenburg The key conversations we’ve discussed up to now have been strategic choices. When we ask “who is our audience?”, we’re effectively choosing the people we need to talk to. When we ask “who is our competition?”, we are effectively choosing what company we will keep, and what …
Critical Branding Conversations: What Are We Selling?
By Pete Kloppenburg If you gather together your leadership team and ask the question “What are we selling?”, you may well hear many answers. For instance, a typical tech start-up might be able to pursue several different business models with the same core technology: end-user products, back-end tools, OEM licensing …
Critical Branding Conversation: Your Competition
By Pete Kloppenburg We’ve already had a look at one of the most important brand conversations you can have in your company, which is who is our audience? Now let’s look at another key conversation – your competition. As with audience, this conversation can uncover some pretty important differences of …
Critical Branding Conversation: Audience
By Pete Kloppenburg It’s a truth so widely accepted, it seems painfully obvious to say it: One of the keys to great communication is a knowledge of your audience. This is true of your brand as well. In fact, an understanding of audience is one of the primary requirements we …