Build brand equity in a tag line

When the words “Just Do It” were first written down, they meant nothing. Today, they are obviously extremely valuable. Tag lines like “Just Do It” are nothing more than the entry point to a given company’s story. We are of course borrowing the words made famous by Nike. Today there is immense depth behind this…

The power of enthusiasm…

I have been searching for the one thing that makes one manager different than the twenty others that do the same thing, and, to a certain extent, end up achieving the same result. That difference – the enthusiasm to tell one’s story.  This sounds rather obvious, right? It’s not. You would be amazed at how…

Consensus and consistency – Their vital importance

It takes and audience longer to absorb your message than you think it does. This is especially pronounced when language is not aligned. Sure, there may be general agreement on what the primary attributes of your firm are, however, if all describe these attributes differently,the power of the message is significantly diluted. If Nike used…

Build consensus, raise more capital

Everyone is well aware of Nike’s tagline, “Just Do It.” Would it have become as iconic as it has if the team in Texas used the phrase “Get it done,” the team in New York, “Do not hesitate,” the team in California, “Go all in,” etc. My two cents, probably not. Surprisingly, this is exactly…

To become a brand you need to have intent

Lets start with a definition of the word “Intent”: Intent noun something that is intended; purpose; design; intention: The original intent of the committee was to raise funds. (This was in the actual definition – fantastic.) the act or fact of intending, as to do something: criminal intent. Law . the state of a person’s…