We once surveyed Boardwalk’s clients to find out what was the one, most valuable thing they gained from working with us. The answer? Clarity. They could see their businesses, for the first time, through the eyes of their customers and clients. They understood, finally, how their markets wanted to relate to them, how their businesses were expected to behave. This clarity afforded them a singular vision of what each business could – should – be. In turn, that vision could be shared with everyone in the company. “This is the ideal us. This is who we aim to be everyday. This is our North Star.” In this sense, a clear brand strategy is a powerful management tool. It gives everyone in the business a quick and easy-to-grasp concept of what the company’s purpose and mission is. Everyone gets the company’s positioning. Everyone starts rowing in the same direction. But the brand strategy is not solely an inward-facing tool. Customers, suppliers, financiers – every constituency in your market – all see the same North Star and how your business is striving toward it. They judge your brand by its choice of North Star and by how devoted your company is to following it.
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VW, still reeling from its breach of market trust, has to retool in the face of a disrupting auto industry.
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This story of the kid who loved University of Tennessee makes you believe in humanity’s decency. It also is a textbook example of how markets shape brands.
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Article shows how and why markets are attracted to brands perceived as authentic.
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Spoiler alert! It’s descriptive logos. But only maybe – some of the time.
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Struggling J.Crew is getting left in the dust by Madewell, a brand of its own making
Wow. Beware the spinoff brand.