Hours ago, CNET and other tech sites featured a purported leaked Windows 8 document. It looks real. Especially convincing is the sad “How Apple does it: A Virtuous Cycle” slide. (image above from leaked document above) The Virtuous Cycle: A strong brand promises “That it will just work” It does …
Brand Scammed! Branding Agencies Exposed
Branding is so loveable when it fuses a team’s passion with a customer’s need. When it separates that team from the pack. When it imbues everything they do with an authentic sense of personality. When it helps good companies and good causes win the day. But I hate the bad …
The Apple & Microsoft Brand Strategies – What Do You Think?
Yesterday, Apple’s market capitalization eclipsed that of Microsoft. Their rivalry has fascinated me since I was old enough to geek. Apple has always been about control of the experience. Microsoft in its hey-day about control of the industry. Things they are a changing. So what about their brand brand strategies?
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.
The Diffuse Brand Strategy – What Went Wrong?
This post is one in a series on our biggest brand strategy secret here at Distility: That most bad brands can be traced back to a failure of exploration, a failure of commitment, or both. This diagram sums up the way most brands go wrong, and what it takes to …
The Conformist Brand Strategy
This post is one in a series on our biggest brand strategy secret here at Distility: That most bad brands can be traced back to a failure of exploration, a failure of commitment, or both. This diagram sums up the way most brands go wrong, and what it takes to …
The Authentic Brand Strategy
This post is one in a series on our biggest brand strategy secret here at Distility: That most bad brands can be traced back to a failure of exploration, a failure of commitment, or both. This diagram sums up the way most brands go wrong, and what it takes to …
Distility CEO Axle Davids Wins TBDC Excellence in Innovation Award
The 2010 Awards of Excellence, recognizing outstanding accomplishments in entrepreneurship, were presented last night at the 2nd Annual TBDC Awards Gala.
The Fragmented Brand Strategy
This post is one in a series on our biggest brand strategy secret here at Distility: That most bad brands can be traced back to a failure of exploration, a failure of commitment or both. This diagram sums up the way most brands go wrong, and what it takes to get to …
Brand Strategy = Exploration & Commitment
In our last post, we introduced Distility’s big brand strategy secret: At the heart of our approach lies a deep cultivation of the way a team explores and commits to their brand. Based on the quality of the team’s exploration and commitment, they can arrive at four distinct brand strategies: Fragmented …