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Stay ahead of the curve with ideas, trends, and conversations that shape the future of branding, marketing, and business. From sharp takes to standout innovations, Pulse curates the signals that matter, so you don’t just follow what’s next, you lead it.
What is brand governance (and how do you master it)?
It used to be pretty easy to “control” brand consistency before digital channels became the primary avenue for connecting with customers. Companies could hire a single brand manager to take control of their projects, and every customer-facing campaign, product, and communication received their approval before going out the door. But in today’s world, that “top-down” approach to brand governance simply
How I use AI in my Branding Process
With the advancements of artificial intelligence, especially pertaining to image generation, it’s had me thinking a lot. I’ve been reflecting on what it means for my career as a branding expert and how it will change the way business owners approach their own brand development. There are many pros and cons to AI but there’s no sense in denying its
How to Activate Your Brand Believers
Building your brand believer profile is an exercise in understanding your ideal customer (and employee) audience’s psychographics—or the traits, values and aspirations that drive their buying (or job) behavior. It’s a core strategic component that can guide campaign, experience and messaging decisions both at the highest brand levels and for specific audience segments. Once you’ve built your brand believer profile, as
Dynamic Branding: The Future of Digital Brand Marketing
Reader’s Digest’s “Most Trusted Brands” survey is one of the most anticipated surveys of the year among marketing managers. After all, year after year, consumers rate brands based on whether they would personally recommend them to friends and acquaintances. The recently selected “Most Trusted Brands 2020” include brands such as Krombacher, Edeka, Bosch, Milka, Nestlé and Samsung. It is not
Dynamic Branding: Adapting Logos and Visual Identity to Changing Environments
In today’s fast-paced and ever-changing business landscape, brands face the challenge of staying relevant and captivating amidst shifting consumer expectations and emerging trends. This has led to the rise of dynamic branding, a strategic approach that emphasizes adaptability and agility in logos and visual identity. By embracing the fluidity of design, brands can effectively communicate their essence while seamlessly adapting
Brand strategy and your next brand campaign
Most of us are familiar with what it means to have a strategy: It’s an actionable plan created to achieve predetermined objectives. But we believe strategies aren’t just defined by the paths forward that they propose—they’re defined by extensive upfront research into where you are now and where you’re going. For starters, modern brands are not solely built on their
Think about Your Content Like a Product, Not a Marketing Asset
This mental switch can be a game-changer for your strategy What do you think about when you say “content”? Typically, it’s something that supports your business goals, right? Content should get people to engage, click, buy, leave reviews. Fair enough. But there’s more to it than that. Content as a marketing asset — the traditional approach In traditional businesses, the
Your First 5 Marketing Priorities
Most people get this backwards When you start a new business, the first thing you think about is how you’re going to get new customers. You’ll post on social media, record a podcast, send emails, ask for referrals. That’s a common sense approach. And if you do enough of it, you’ll probably get a few customers. That’s not what you
The Power of Storytelling in Product Management
Storytelling > Specs Product management is hard. You’re pulled in all directions by the needs and priorities of users, engineers, designers, stakeholders, and more. You find yourself having to justify the ‘why’ of your roadmap, the ‘how’ of your strategy, and the ‘what’ of every release. If you’re a product manager, I’m sure you’ve seen this famous quote by David
Tell Me a Story: Elevate Your Authority, Credibility, and Expertise with the Art of Storytelling
Tell me a story! You will capture the audience and their hearts. This leads to impact, influence, and income. Steve Jobs once said, “The most powerful person in the world is the storyteller.” In today’s competitive business landscape, compelling storytelling can help you gain authority, foster credibility, and showcase your expertise. Here’s how these concepts interweave with classic storytelling archetypes:
