A brand essence (or brand core) is the heart of a brand. It’s the guidepost from which everything springs. It’s the start of the story a brand will use internally to position itself uniquely from competitors. In short: it’s important.
As we welcome daylight savings on Saturday, project managers like me need to be extra careful managing calendars and appointments with international clients. Here are a few project management tips I’ve learned along the way that can help you manage international clients.
How do you strategize, innovate and plan in a rapidly changing world? The field of strategic foresight has emerged over the last fifty years to cope with this pressing question. Once the purview of elite decision-makers, this field is being “democratized” and opening up to more people than ever.
Contrary to conventional thinking, good foresight is less about prediction and more about learning skills to anticipate and adapt to multiple scenarios. While we don’t know what future emerge, the one thing we can control is our own thinking and how we respond to change. Most importantly, good foresight is about shaping the future we want to see.
(This article was originally published by Alexander Haldemann on January 9, 2015 in The Huffington Post. Photo courtesy of Aesop.com)
When you work, breathe and live brands like I do, it’s rare to find one that touches you on a personal level. Enter Aesop: alchemists of luxurious products for the skin, hair and body.
Few people understand the importance of values, yet values are the underlying fabric of personal and professional success. Whether they have been consciously selected or not, all people – and all brands – have values upon which the future course of success will be determined.
In a mobile-obsessed world of BYODs, implementing a mobile first strategy is a direction many brands consider. In his recent MetaTalk Mobile First: Designing and Developing New Digital Experiences, Applied Design Group Principal Tim Smith covered the basics on why mobile matters, and why responsive design is only a small part of the answer.
Let’s be real. Millennials have been branded as insufferable narcissists. Based on a cursory review of the Millennial-related articles and manifestos out there in the blogosphere, the general narrative is this: Millennials are an über-connected, over-educated generation of selfie-taking slackers.
Great names are more than arbitrary creations. They tell a story, are easy to remember and most of all, have strategic impact. At MetaDesign, I help create names for all sorts of companies, products and services. Over the years, we’ve honed our naming strategy and are happy to share a few tips we’ve gathered along the way.