strategy

brand love

by Farrah Bostic April 26, 2010 leadership

[Note: I posted this elsewhere awhile ago. Since then I've thought a little more about it...] Much has been made of the specialness of brands that are adored, desired, and truly loved by consumers since Lovemarks was published. Only a few consistently come to mind, and you can see how they play out in the brand [...]

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pathways – serendipity, grazing, browsing, or a journey?

by Farrah Bostic April 12, 2010 strategy

In the past few years it’s been particularly fashionable for advertising account planners, brand managers, and research managers to talk a lot about the consumer’s ‘journey’ through any given category.  This word sounds flexible and suggests that people move through categories of products and services, and actually experience those categories; it leaves room for interactions [...]

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stop chasing: do brand-led everything

by Farrah Bostic March 26, 2010 innovation

You’re definitely going to see this as a key theme to what I hope to explore here – that in the quest to get ahead, most companies and brands find themselves mired in cultures and processes that actually can only truly accomplish keeping up.  And keeping up is what they can do when the engine [...]

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a short meditation on focusing

by Farrah Bostic March 7, 2010 entrepreneurs

I’m looking at my desktop.  I have 8 short stories I’m supposed to read and give comments on.  I have a short story to revise, another to finish, and about 6 good starts to short stories that I am tempted to work on instead of the one I need to finish.  And there’s always the [...]

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