“And then we started the brand work“, said the CEO while I listened to her talk about the behind-the-scenes effort to reimagine their product. Then, later the same week, I re
On the bottom shelf of my bookcase, I’ve got a small library of books and a stack of papers that explore promises and commitments. The authors ramble at length about the moral fo
Consequences always follow promises, and the nature of the outcome is determined by whether you keep or break them. At first glance, broken promises appear to exert a more signific
Untethering a brand from day-to-day marketing activities can leave people feeling at sea about what remains. If it isn’t all the markers such as the logo, the campaign, the name,
