I remember one morning talking to my pilot husband about the aeronautical principle of lift. Lift is the upward force of wind on a wing that, just like the name connotes, lifts the aircraft off the ground and into the air. Interestingly, an airplane needs a headwind to climb. Some may view headwinds as an […]
Category Archives: Brand
28
Mar
Mar
Welcome to “20 on 20,” a blog series in celebration and reflection of 20 years in business. Follow along as founder Nancie McDonnell Ruder dives deeper into one of her 20 reflections. As I reflect on my company’s 20-year anniversary, I mostly think – how did I get here? I feel a rush of gratitude […]
Recently, Noetic facilitated a brand positioning workshop with a client group of 20 leaders and “next generation” leaders. We divided the group into five tables of four to answer these key brand-building questions: WHO do you serve? WHAT do they want or need? HOW can you – above all of your competitors – satisfy that […]
Marketers typically fall into brand portfolio management “after the fact”: you’re tasked with overseeing several brands—developed internally or via acquisition—but they don’t form a coherent whole. Perhaps most of your products or services share your parent company’s name but those acquired over the years do not? Or, conversely, your parent company has taken a “house […]
Giving and receiving creative feedback is hard. For creatives, it can be dispiriting to hear your idea nitpicked to death. For marketers, providing relevant, actionable feedback is often a challenge. If you have ever wondered, “How do we work together to develop breakthrough creative?”, use the STRONG Creative Evaluation Tool as a step-by-step guide to […]