From the monthly archives:
When small businesses think about branding, they often make the Goldilocks mistake.
First, they think that branding is too big for them, that it’s only for big companies with buckets of money to spend. That’s hogwash!
Or they think too small: they think that if they just have a nice logo, they have a brand. That’s also hogwash!
(I don’t mean to insult anyone. Actually hogwash is really important–when you want clean hogs!) Read more…
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Every business needs a sense of mission. But I’ll tell you what a business does NOT need: one of those Deadly, Dry, Dull mission statements.
You know what I’m talking about: reading most mission statements is about as exciting as watching grass grow in the middle of winter!
For some reason, when business people begin writing a mission statement, they start using complicated, cliché language they would never use in ordinary conversation. Everyone nods their heads at mission statements like this—and then they nod off. There’s nothing to argue with. But also nothing to get passionate about. Read more…
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Using “Goosebumps” to Goose Your Marketing
Do you know what business you are in? Really?
Someone once asked Alfred Hitchcock, What business are you in? He didn’t say I’m in the business of making movies. He said, “I’m in the goosebumps business.” Read more…
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