Marketing in the Time of COVID-19: The Importance of Authenticity
At the best of times, marketing is a delicate balance between mission and margin. It’s sharing your brand’s story through the value it delivers and sharpening why your company exists. In the context of a society scarred by a global pandemic, this delicate balance becomes even more fragile. Clear-cut programs have become negotiations in temperament…
Posts, Supply Chain
An Effective Brand Inspires Intentional, Meaningful Behavior
When it comes to branding, I feel confident in saying that I have seen it all. I have had to answer obtuse questions like, “What kind of car would your company be?” I have had to make things out of clay in workshops. I have been through pages of spreadsheets on consumer data. I have had a front-row seat to all of the trends – the good and the bad – through all of marketing.