As the director of marketing, you are one person. You are one person who acts as the chief mouthpiece, the brilliant broadcaster and the tenacious town crier for your big organization. With limited resources, it’s up to you to manage publicity, message, brand voice, campaigns, digital, visuals, and video, all while vetting new marketing advice and services, newfangled technology and CEOs who ...
The Future of Your Brand Starts Now
By Emily Soccorsy and Justin Foster One of the downsides of being an engaged leader in a company is that you really want the company to succeed. You want the profitable business venture that leads to you and your team getting paid, furthering your cause, enjoying accomplishments to succeed. Badly, day-in and day-out. And as fast as possible. You want it to succeed so much it creates ...
What Fear Does to Your Brand
In our work as brand excavators and strategists, we are not working to shoehorn your brand or business into a pre-set market position that we’ve deemed advantageous. That’s Old World branding. What we are ultimately working to do is to inspire you to overcome your fear. Fear is the main dynamic that keeps you from truly becoming a brand. The fears you have may feel monstrous ...
The Off-The-Record Factor: Share Stories You’d Normally Hide
If you were being interviewed by The New York Times about the success of your brand, what would you say? (I’ll give you a moment). Would you explain how you made some smart investments? Would you describe your strong work ethic? Would you acknowledge all of the things you did correctly? Yes, I’m sure you would. As you should! Undoubtedly, if a national newspaper has recognized you as an ...
BrandLab Attendee, We’d Like You to Meet Someone. Yourself.
When is the last time you raced against your buddies to make and fly a paper airline? Or when have you last handwritten something sacred and private, folded it up carefully and discreetly passed to a friend? How about taking the time to sit back and let someone read aloud to you? Has it been awhile? I’d venture to guess it’s because you’re an adult and most of us haven’t done these things ...
An Open Letter
We believe every great brand is a spiritual experience. A movement. A brand is the only place in business where your inner world is experienced by the outer world. For too long, we have accepted the belief that these worlds are supposed to be separate. We say no. When these worlds are kept separate, dissonance occurs. Identity crises emerge. Leaders drift from the mission. Employees feel ...
You Don’t Need a Marketing Agency
By Emily Soccorsy + Justin Foster Small business owners are in a bit of a conundrum when it comes to marketing. You can either do it yourself or bring in a marketing agency. Let’s be real. Doing marketing yourself is not an option. Even if you enjoy it, there’s too much. Contemporary branding and marketing is not something you do in the seams and creases of running a business. A marketing ...
What is your brand’s MLE (minimum level of excellence)?
By Emily Soccorsy and Justin Foster A brand is an organic, living thing. It is both a practice and a discipline. And yet there is also a baseline, or minimum, level of organic environmental excellence to create for your brand to grow and thrive. Without this brand primordial soup, you may inadvertently stunt the growth of your brand and reduce its vibrancy and reach. Most people begin ...
3 Corporate Habits that Will Crush Your Entrepreneurial Spirit
We heart entrepreneurial people. We heart them wherever they may be, and whenever they might find us. In the last year, we’ve seen an increasing number of what we term ATLs, or “about-to-launch,” folks who have finally found the corporate structure too oppressive to their souls to abide any longer. As they prepare their escape, they reach out to us. We meet at the junction and help ...
Know Thyself: A 21st Century Branding Principle
One of the most surprising moments of a Root Session is when our beloved client has the realization their brand was already inside of them. We did not tell them what their brand is. They discovered it. How is this possible? It’s been taught that branding is an external thing. Something you want to be, some construct you build, one aspirational and slightly delusional brick at a time. The ...