One of my favorite regular blog subjects is how to use community-based strategies to build brands. In fact, I'm putting the finishing touches on a new book entitled The Ad-Free Brand: Secrets to Successful Brand Positioning in a Digital World which will be out this August and covers exactly that... Read more
Last week, Google Senior Vice President of Product Management Jonathan Rosenberg resigned after almost 10 years at the firm. While the comings and goings of tech industry executives aren’t typically that interesting to me, I found this news fascinating for a couple of reasons.
Who is in your community? It seems like such a simple question. In reality, your organization probably doesn’t just interact with one community, but a whole host of very different communities and sub-communities. The only thing these communities may share is that they are made up of individual... Read more
Since I've recently been on one of my Tom Sawyer rants again about the lack of humility I see in many community efforts, I thought I'd share a story that might help you visualize the role your organization could play in the communities it belongs to.
I’m always looking for interesting new communities to highlight here on opensource.com. Over the past year, I’ve covered everything from Wikipedia to OpenIDEO to The White House and am, frankly, overwhelmed by the sheer quantity of new community-building efforts going on out there. Seems like every... Read more
A few years back, a good friend recommended I pick up a copy of Designing Brand Identity: an essential guide for the whole branding team by Alina Wheeler. Now in its 3rd edition, it's a beautiful book, well designed and easy to read or to use as a reference.
I’m lucky enough to have the opportunity to spend much of my time these days doing something I love—helping clients position and manage their brands. My experience helping build the Red Hat brand over ten years had a profound impact on the approach I take to brand positioning.
Over the past few weeks, the world has been consuming the newest set of revelations via WikiLeaks. The uproar caused by the release of the first set of diplomatic cables from a batch of 251,000 in WikiLeaks' possession is enough to take your breath away. A disclaimer: in this post it is not my... Read more
There's a great new blog post up this week on the Harvard Business Review blog site by Bill Taylor, founder of Fast Company magazine and author of the book Mavericks at Work, entitled Brand is Culture, Culture is Brand. As I read the post, I couldn't help but smile, as the primary point of... Read more
A big part of my day job is to help organizations with their brand positioning and strategy (I also write about brand strategy quite a bit over here). So when I read the article in the New York Times this past Sunday about TEDx, the relatively new (and incredibly popular) offshoot of the... Read more