Last week after a nice lunch with my sister, niece, brother-in-law and cousin, I got corralled into following them into Nordstrom’s in downtown San Francisco. I quickly realized that with only two magazines, a book, and a smartphone, it would be a challenging afternoon.
And once my niece pulled about a half-dozen outfits off a rack and said “I just want to try on a few things,” the situation became untenable. Elevated heart rate. Accelerated pulse. Beads of sweat on forehead. If the store had started playing Slim Whitman songs, my head would have exploded, similar to what happened to the little green Martians in Tim Burton’s campy Mars Attacks.
Quickly gave everyone a hug and said I was dashing out to Ghirardelli’s for a sundae (dark chocolate hot fudge; medical studies have indicated dark chocolate’s good for you, ergo, Ghirardelli’s sundaes are healthy. Bit of twisted logic but effective for assuaging any guilt feelings).
But while scraping away the last nanometer of ice cream, it got me thinking about how technology has radically changed the fashion industry in just a few short years.
“Technology is now completely ingrained in our interaction and relationship with fashion retail,” said... Read more
There are a number of benefits associated with giving to charities and nonprofits. However, private firms must approach the process strategically for the best results.
A commentary in the December issue of Entrepreneur magazine suggests that storytelling seems to be the major business lesson of 2014.
Why does my brand need a story?
Storytelling as it applies to business is about how your products or services exist in the world. It’s about who you are as a company, how you add value, meet needs, ease troubles. A compelling brand story gives your audience a way to connect with you, and to view your business as a living, breathing entity run by real people offering real value.
Three components of developing a brand story
A note of caution – storytelling as it applies to business isn’t about spinning a yarn or fairy tale. There are three critical components to telling your brand story.
It has to be the truth.
Your company culture must align with the brand story.
The story must be told consistently across all marketing communications, both internal and external.
Composing your brand story is all about differentiation and serving your customer, whether B2C or B2B. Ask yourself some questions:
What is unique about your business?
Is there anything interesting about how it was founded or its founder?
What inspired the business?
What “aha” moments have you had?
How has your business evolved?
What about your business might others... Read more
You might remember last year that OpenCo was the hottest event in many major cities -- especially for marketers. It's a tremendous experience in which companies grant the public a first-hand look into the underbelly of their brand cultures and operations. This year we learned that OpenCo was returning as NewCo, prompting many people to ask: Why the re-branding?
It turns out that this name change is less of a traditional re-branding and more of a re-alignment toward the organization's core mission. The idea behind the initial OpenCo name, according to co-founder and chair John Battelle, was that it reflected the spirit of the experience in a literal way. Companies opened their doors and let people inside some of the world's hottest businesses.
Since its launch, OpenCo has grown up, and while the core essence of the event is still as strong as ever, it now requires a less on-the-nose title to represent what it truly offers. The name was changed to represent how extensive, groundbreaking, and unique the companies changing the world truly are. NewCo also represents a double entendre, as many new companies that don't have formal names often call themselves "NewCos" as placeholders. Overall, this name change better represents... Read more