I heart brand. The proper expression of any brand brings a halo effect of professionalism, honesty and optimism. Brands like Harley-Davidson, Starbucks, and North Face keep finding different ways to have fun within their very narrow brand voices. And I too, am a brand. I’ve been in the ad agency world as a creative director and brand strategist for over 26 years now. I am nothing if not energetic, positive and enthusiastic about brand expression.
I have developed a comprehensive brand process and workshop that I have been employing for over a decade. It’s been wildly successful at getting to the heart and soul of organizations ranging from small towns, water parks, banks and food companies. The brand frameworks I’ve written have been the basis of many successful campaigns and are embraced by many a CMO.
I also speak and demonstrate the value of great branding. My talk covers the anatomy and physiology of successful brands. I also dive into archetypes and the benefits of identifying what kind of brand persona fits you or your organization. This is my work, my passion, and my brainpower. Connect with me, and feel free to reach out when you need a great speaker, hard work done, crab cakes eaten, or rubber burnt.
Brands are human. (Although that doesn’t mean corporations are people.) The complexity of fear, love, desire, hope, goals, and many other idiosyncratic details are present within the animal of a well developed brand. There are common themes, interpersonal relationships and a host of customer touch points that need to align in order for the brand to walk and talk. Many organizations personify brand through a leader within the ranks, others rally around their flagship product or faithful customers to find brand continuity, and yet others hack one together similar to the work of Dr. Frankenstein.
However the brand is born, it’s crucial to have in place a rigid skeleton of core, as well as external, definition. Brands must know, specifically, who embodies their Core User, what are the Core Benefits, Core Values, and overall, Core Identity. Externally, they must forever remind the audience of their Brand Promise, speak through a Brand Persona and live their Brand Essence. That means having each member of the organization singing from the same songbook.
My grandfather was in a hospital bed refusing open-heart surgery. And, it was several days of old-man stubbornness until I drove up
Brett Favre was an exceptional quarterback. Gun-slinging the ball into Antonio Freeman’s hands, he played with guts and relied on gut instincts.
In 1943, Abraham Maslow proposed a psychological theory known to us as the “Hierarchy of Needs.” For years, this pyramid-shaped model
Here’s an age-old question: How long should I run my ad campaign? Before we dare answer that one, we’ve got some questions for YOU.
A couple weeks ago I wrote about ad strategy. Specifically, what are you asking of your audience? And when I say specifically, I mean specifically.
One: You’re the marketing manager of an up-and-coming investment firm. Two: Not many people know about your firm.
Much of what we do in advertising is based on desire. And when it comes to selling a destination, it’s all desire. Not “like,” “hope” or “want,”
At Boelter + Lincoln, we appreciate the time-honored, lovingly-crafted distillation process of what many call the “water of life.”
Here at Boelter + Lincoln, we have an organic expertise of “Mom.” So many of our clients have been targeting moms for so long,
Travel serves dual benefits: It expands your perspective, it reveals truths about yourself and it reboots the routine of your everyday.
Okay, you’ve been on a car trip. You drive to Indianapolis or Columbus or wherever and when you get out of the car to fill up,
Being of the north, we simply don’t experience flooding on the scale that many in the south do. Most of the time we just watch it on CNN.
This morning presented us with another beautiful day. After an excellent stay at the Opryland Hotel we were off for lunch in Tupelo.
In the words of Billy Corgan, “Today is the greatest day I’ve ever known.” Yes, a little over the top – considering the births of my children,
As culture hounds, we’re fascinated by corporate America – or at least what goods they have tossed out to the masses.
A year ago, Boelter + Lincoln brought Chris Brogan, social media guru and the co-author of Trust Agents, to Milwaukee for a great event.
We all know “people like that.” You know, Harley-riding rebels or Nike-wearing heroes or Chevy-driving regular guys.
For many of us, the formula for success seems as elusive as an invisible leprechaun. Yet, for some, everything simply works.
I love home renovation, however, I can’t watch those “extreme” home shows where Ty Pennington transforms someone’s meager digs
When you’ve got a runny nose, you probably think of Kleenex. When I say “cola,” most people would come back with Coke. And crayons?
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Just got back from a trip to Vegas with Janet. We get married (well, renew our vows) in a different state each year — and it was Nevada’s turn.
I had the pleasure recently to attend a function at a nearby country club. In fine style, we wished well a fellow ad man on the doorstep
A couple months back, I was sitting at a bar on a tiny island off the coast of Belize. It was 4:30 on a perfect afternoon of 85-degree weather,
Okay, I usually write about advertising, branding and design. But, I want to take a moment and talk about ‘cool’ people —
It’s 6 p.m. and I’m driving home. And thanks to a Marquette detour, I end up in front of the Greyhound Bus Station.
Ok. In my recent television watchings from the comfort my sittin’ chair, I noticed a similar theme running through American truck commercials.