The good news? You’ve just created a shiny new positioning statement. You’ve labored over how to frame your target market. You’ve wordsmithed your competitive differentiation. You’ve detailed the how those differences make your product better.
brand
The Red Thread of the Waffle House Index – EP:092
Waffle House stays open no matter what, and the Waffle House Index represents their Red Thread. Even though this chain of southern restaurants is committed to keeping their doors open, there are times when a disaster or national emergency makes that impossible. But this is where the Waffle House Index comes into play.
Who (or what) are you choosing to be?
If you could choose to be anyone, who would you choose? I chose “the Dread Pirate Roberts.” Perhaps I should explain.
Why you need to write your own rules
For years, Content Marketing World—the world’s largest content marketing conference—was the one conference I couldn’t get on the schedule for.
How to be authentic
Let’s clear something up: authenticity is not something you choose to be. Or not be. Authenticity is a state.
Why branding is broken (and how to fix it)
“If branding is your heritage, there’s a reason you outgrew it.”
What creates the best brand experiences? (or: An ode to Chris Gillespie and Bemelmans Bar)
“Grab your coat / Don’t forget your hat / Leave your worries on the doorstep / Life can be so sweet / On the sunny side of the street.”