The Seven Musts of Marketing

14.09.17 / David Lemley

We developed a diagnostic tool around what we believe are “The Seven Musts of Marketing.” This series of seven critical marketing disciplines benchmarks our clients’ brand within their respective category.

We Think Consumers Shouldn’t Be Your Innovators – Here’s Why

06.09.17 / David Lemley

There’s few things as frustrating as having a research- and consumer-validated innovation flop once it hits shelves. You’ve spent a huge chunk of change on surveys and focus groups proving…

Put Your Morals Where Your Mouth Is

30.05.17 / David Lemley

Contribution. There’s a big difference between a cause and a claim. You can make a claim, but you have to live a cause. In part one of this article, I…

Self-Selection, Archetypes, & Symbolism

24.04.17 / David Lemley

Creating a cult brand takes a lot more than clever positioning. After coming out with a bang, then what? Your brand’s reason for being needs to be meaningful and it…

Your Brand Can Overcome Price Resistance and Create Stark-Raving Fans

02.03.17 / David Lemley

Want to have a great brand? Get your own POV and make sure it resonates with your people.

Brand Purpose: The Key to a Cult Following

16.01.17 / David Lemley

It’s no secret that everybody yearns to be a part of something greater than themselves, their loved ones and their work. But it does seem to be a secret to…

What’s Your Language Saying about your Brand?

15.11.16 / David Lemley

Think about the power of words. If I use specific words in a specific way, it builds an image in your mind. It paints a picture. It has meaning. Words…

Conventional is the New Specialty Grocer

08.09.16 / David Lemley

If you’re the owner of a natural/organic food brand you know the roller coaster. Natural product stores, from Whole Foods to the smaller independents, might love your brand today and…

Found/Owner Freakshow

10.06.16 / David Lemley

Something strange happens to entrepreneurs, it seems. They start their businesses with passion, insight and ambition. Many of them even get the concept of branding which is elusive to so…

Cultural Transformation: The Ultimate Brand Strategy

10.06.16 / David Lemley

You started a business because you had a fire in your belly. You created a brand because you believed that you could offer something that others were missing. After launch,…

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