You can not manufacture a brand in today’s world. It can’t be done. What do I mean by this? There isn’t a standardized scalable solution that will increase awareness, engagement, and affinity for your brand. A brand has to be skillfully crafted, and like snowflakes, no two are identical. I bring this topic up because … Continue reading Great brands are not manufactured, they’re crafted.
Standing mostly unoccupied on one of the most valuable pieces of real estate in New York City is One Times Square. The building, once the headquarters of the New York Times, is a shell of its former self. Inside is nothing more than exposed steel, dusty concrete columns and wiring hanging like wild vines from the … Continue reading Why storytelling is essential to your brand strategy.
The story of the 100-year-old investment that saved Hershey. As the clock neared midnight on September 17th, 2002, the tide was turning in a desperate fight to save an American icon. The board of the Hershey Trust Company had gathered at the Valley Forge Hilton for a meeting that would end up lasting over 10 … Continue reading To protect your brand, Invest in your stakeholders.