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Ideas to increase deal flow, reduce acquisition risk and grow portfolio value

Looking for ideas and inspiration to tackle your toughest brand & culture challenges?

For innovative brands, “purpose matching” is a trend to capitalize on

If you asked me whether a company’s purpose drives consumer purchasing, I admit that my gut response would probably be “not that much.”  Here’s my thinking: purpose is hugely important for building culture and …
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04.25.2024
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2 min read

Should creative agencies explore ‘career latticing’ to attract and retain top talent?

Branding, advertising & PR agencies pride themselves on being disruptive.  But for many agencies, the approach to career pathing has not changed all that much over the years. There are a few well-defined career …
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04.18.2024
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2 min read

Do corporate leaders value their employees as much as they say they do?

“Our people are our most valuable asset.” If you’ve worked in the corporate world, there’s no doubt you’ve heard this phrase uttered at some point.  A fascinating analysis by Columbia Business School, however, suggests …
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04.09.2024
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1 min read

The one thing your employer brand needs now

Why do most recruiting communications and experiences feel so generic? Recent research from thought leaders like Gallup, Gartner and BCG highlights the critical importance of creating an emotional connection with future and current employees.  …
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04.04.2024
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2 min read

Purpose is alive and well among marketers, but what about the C-suite?

Does Purpose still matter? After all, the notion of Purpose has been around for years.  It can feel like a buzzword and, perhaps understandably, it has taken some heat for being out-of-touch with what …
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03.26.2024
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2 min read

Why the partnership between Marketing + HR is critical to every company’s long-term success

A recent study by Boston Consulting Group illuminated a number of striking findings about the current state of work.  One finding in particular really caught my eye. To retain employees in a tight labor …
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03.20.2024
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2 min read

Google’s culture challenge is not unique, but fixing it will require getting emotional

If you follow the latest news on Google, you can’t help but notice that the company has hit a rough patch.  At its core, Google appears to have a culture challenge, which is not …
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03.12.2024
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2 min read

Corporate brands that walk the talk with employees win the reputation race

In the world of corporate brand building, perhaps the biggest, most meaningful trend in the last 10 years is the emergence of culture as THE driving force in creating a strong reputation. The smartest …
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03.08.2024
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2 min read

The curious case of Patagonia and its rock-solid reputation

In an increasingly polarized world, you can’t help but be interested in Patagonia’s ability to maintain its leading reputation.  As brands including Target, Bud Light and others are caught up reacting to backlash, Patagonia, …
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02.27.2024
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3 min read

How to create brand messaging that sells

If you’re like most B2B marketing leaders, you know how hard it can be to get the sales team to adopt your brand messaging.  You can spend months of hard work crafting great messages, …
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02.21.2024
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3 min read

Renaming your company? What to expect before you just do it.

People often talk about rebranding and renaming a company as if they’re the same thing. But for anyone who’s been through these experiences, you quickly learn that they’re not. Changing the look and feel …
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02.13.2024
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3 min read

Why IBM Watson will be different this time around

It wasn’t that long ago when IBM Watson was pronounced dead. 2017 to be exact.  But oh, how times have changed. AI is now the center of the universe. I’m a big fan of …
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02.06.2024
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1 min read

Being a purposeful brand is harder in a world of hybrid work

For years now, companies have been focused on becoming purpose-driven organizations. A company that understands why it exists, the thinking goes, is in a better position to attract and retain the best talent, not …
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01.30.2024
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2 min read

What happens when you outsource your culture to another brand

Ever heard of a “quality escape”? Me neither.  Boeing apparently used these words recently to talk about the terrifying Alaska Airlines incident where a door plug they helped design blew out at 16,000 feet.  …
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01.25.2024
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2 min read

The reason why Microsoft reclaimed its title as the world’s most valuable company

At this point, a new case study should be written about the success of Microsoft. The company has bounced back a few times and seems only to be getting stronger. I’m sure we could …
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01.19.2024
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2 min read

What’s the secret to unlocking the creativity hidden inside your company?

In 1960, the average lifespan of a company on the S&P 500 Index was almost 60 years. Today, the average age of companies listed on the stock exchange is under 20 years old. In …
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01.16.2024
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1 min read

How culture and brand are colliding for the United States Space Force

The United States Space Force is an interesting phenomenon. A few years into its existence, most of us civilians are probably still trying to figure out what it is. Just another branch of the …
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01.11.2024
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2 min read

Why your brand didn’t grow last year

We just finished 2023, and thanks to the various ‘best brands’ rankings provided by leading consulting firms, we have a sense of the winners. Across these rankings, big tech continues to dominate. So congrats …
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01.02.2024
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3 min read

CEOs aren’t doing enough to foster innovation

There’s little doubt that companies need to be more innovative than ever. Given the pace of change, companies that don’t innovate might not be around for very long (20 yrs by some estimates). So, …
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12.19.2023
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1 min read

Hiring brand strategy talent in 2024? Three things to consider

If you’re a marketing leader who’s looking to staff up your brand team’s capabilities in 2024, it can be hard to know where to start. One of your first hires will likely be a …
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12.12.2023
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3 min read

Welcoming Hawaiian Airlines employees to the Alaska Airlines brand family

As someone who focuses on brand and culture, it’s clear to me that Alaska Airlines’ recent acquisition of Hawaiian Airlines is more than just another deal.  On the surface, there is no brand challenge …
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12.05.2023
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2 min read

Without a culture of innovation, your company might not exist in 20 years

No matter how many times I see this data, I still find it shocking. I know there’s lots of talk about how the business world is moving and changing faster than ever, but this …
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11.27.2023
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2 min read

It’s easy to get caught without a plan for M&A

If you’ve ever worked at a company that does M&A deals, you know how things really work. You know that it’s easy to get caught without a plan. M&A deals can happen fast. When …
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11.17.2023
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2 min read

To Protect Your Brand from the Risks of AI, Promote Your Principles

If you’re a marketer, there’s no doubt you’re thinking about how to promote AI for your brand pretty much every day. It may be the most exciting, powerful technology to show up in a …
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11.13.2023
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2 min read

How Venture Capital Firms Can De-Risk M&A and Grow Brand Value in 2024

When venture capital gets involved in M&A deals, the goal is to typically create value by combining assets and operations of two companies. VC’s face a number of risks, one of which is over-valuing …
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11.01.2023
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2 min read

What Can CMOs Do to Grow Brand Value in 2024?

Being a CMO is a super tough job. Expectations to show proof of impact on sales and return on investment is constant. Average tenure for the role is a short 40 months. 2024 is …
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10.26.2023
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2 min read

Apple Makes Feature Naming Fun (And So Can You)

At its recent developer conference, Apple talked about some of the amazing new features it offers across products. When talking about the Apple Watch Series 9, Chief Operating Officer Jeff Williams did a demo …
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10.09.2023
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2 min read

Why I’m Bullish on the United Airlines Brand

When it comes to US based airlines, Delta is for sure the brand that everyone has been talking about. I continue to hear consumers and clients mention Delta when asked about brands they admire …
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10.08.2023
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2 min read

EV carmakers should be racing to build brand strength right now

EVs are really hot. So it’s no surprise that EV carmakers like BYD and Tesla are seeing some of the fastest growth in brand value of any category. Brand value is basically a combination …
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10.07.2023
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1 min read

How Cisco Can Make the Most of the Splunk Acquisition

Cisco’s acquisition of cybersecurity leader Splunk seems like a smart move in an increasingly risk-filled world.  There’s probably not much of a brand strategy challenge here, as Cisco is likely the stronger brand. Retiring …
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10.05.2023
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1 min read

As B2B buying is increasingly moving online, simplifying your complex portfolio of offerings is critical

According to Gartner, B2B buyers spend exceedingly little time with sales reps, and more time on the web. Only 17% of the total purchase journey is spent meeting with potential suppliers.  Sales reps have …
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10.02.2023
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1 min read

Why Think About Brand Integration Before Your Next M&A Deal

During mergers and acquisitions (M&A), brand integration often gets overlooked, despite its crucial role in shaping the success of the newly formed entity. There are four essential benefits to focusing on brand integration that …
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10.01.2023
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1 min read

Are We Facing a Brand Value Bubble?

If you’ve read or watched The Big Short or lived through 2008-2009, you know that a bubble is. Prices for something far exceed their intrinsic value. Often a “correction” follows. In 2023, brand value …
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09.30.2023
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1 min read

What to Think About When Hiring a Brand Strategist

The title “brand strategist” has become so broad it’s almost meaningless. A quick scan of LinkedIn turns up thousands of people with the title–but their skills and backgrounds range across a variety of creative …
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09.28.2023
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3 min read

3 Steps to Jump Start Your M&A Brand Strategy Right Now

So you just found out that your company is going to close on an M&A deal that's been in the pipeline for months. Your M&A integration team has a checklist of dozens of decisions …
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09.27.2023
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3 min read

Brand Positioning vs. Category of One

Many companies approach me with excitement about their future. Typically, they have a powerful product that adds significant value, but it operates within a specific niche, such as automating processes or organizing data for …
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09.26.2023
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2 min read

Brand Strategy Could Use a Rebrand

People often confuse brand strategy with design and communications. They start with logos and taglines and work backwards, as if creating logos and taglines are the goal.  But brand strategy is not a creative …
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09.25.2023
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2 min read

Don’t Trust Your Merger Branding Challenge to a Design Agency: Why You Need Corporate Strategist

Brand integration in the context of mergers and acquisitions (M&A) is not a creative exercise or a simple task of designing a new logo. It requires a holistic understanding of the technical intricacies involved …
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09.24.2023
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2 min read

Revitalize Your Brand: 
7 Signs It’s Time for a Rebrand

As a business leader, you understand the importance of a strong brand for the growth and success of your company. However, you may be sensing that your brand isn't working as hard as it …
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09.23.2023
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2 min read

Unlocking the Power 
of Rebranding: 3 Key Considerations

Thinking about a rebrand for your business? Before you dive in, here are three crucial aspects that will ensure a successful and impactful transformation. Don't Rebrand Without a Plan, Team, and Budget Embarking on …
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09.22.2023
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2 min read

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Ideas to increase deal flow, reduce acquisition risk and grow portfolio value

© Matt Huss

Helping private equity firms increase deal flow, reduce acquisition risk and grow portfolio value

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