In my role as Red Hat’s brand manager, I am always on the look out for interesting and provocative readings about brands and branding in general. Inside the technology industry, outside the technology industry – it’s all good. There’s something to be learned from every great case study, thought... Read more
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
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 last few months, the battle to define the meaning of the word "open" has intensified into one of the more interesting brand positioning exercises I've seen in the technology industry (if you aren't familiar with brand positioning and would like to learn more, consider starting here). I... Read more
When I hear people talk about how awesome their organizational culture is, I often find myself wondering what sort of “great” culture it is. For me, great cultures fall into two categories: entitlement and mission-driven. Those “best places to work” lists don't usually make a distinction, but I do... Read more