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Launching the next never-seen-before category buster? Brand differentiation is probably not a problem. More likely, you’re in an industry – business services? plumbing gaskets? – with dozens of competitors all offering pretty much the same thing. Setting yourself apart from the crowd is a huge challenge. But it’s the best sort of challenge, because it forces you to drill down…

Brand or culture: if we want to make our organizations stronger and more focused where should we allocate attention and resources? To put it another way, does culture drive brand, or is it the other way around? Or maybe brand and culture are just two different names for the same thing. “Brand Is Culture, Culture Is Brand” was the title…

Why is it that corporate leaders often feel ambushed by the most basic question anyone could ask about their business: What is your company’s purpose? For some the answer is so obvious that the question seems embarrassingly inappropriate. Ahem… we are here to make money. Well, sure. That’s not wrong, but the raw commercial answer barely scratches the surface. It’s…