Monthly Archives: April 2015

Never define yourself by what you are NOT.

Posted on by Brett Shevack

Defining a brand or organization by what it is NOT is never a strategy for building an enduring enterprise. The reason we buy brands and support organizations is because of what they are, what they do, and the benefit they provide. The … Continue reading

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More than ever, schools need to think and act like a brand.

Posted on by Brett Shevack

For many schools, brand building is something Campbell’s Soup does, not them. And while it may sound a bit commercial, don’t tell that to the Head of School who wants to raise the reputation of the school, attract and retain top-tier faculty, … Continue reading

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Rebranding is not a substitute for defining who you are.

Posted on by Brett Shevack

I was speaking to a potential client the other day, explaining what we do, and he stopped me mid-sentence. “Oh, we just went through a rebranding process. Haven’t you seen our new logo?” he said. While I had noticed it … Continue reading

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Mergers don’t save companies that have lost their way.

Posted on by Brett Shevack

I have always questioned the logic of how two struggling companies can save themselves by merging and forming a much larger struggling company. Take the pending merger of Staples and Office Depot. Staples CEO Ron Sargent stated in The New … Continue reading

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