With deference to Roshi Kapleau’s classic, The Three Pillars of Zen, it occurs to me that many discussions about content keep coming back to three essential pillars. While the ideas are easy, implementing them are not. Let’s talk about what the pillars are, and how to build them to support more effective content storytelling.
Much of the lexicon of branding, from mission statements to company values, and from visions to manifestos, suggests terms from religion, philosophy, and politics. What do brands have in common with these more typical examples of belief systems?
A trip across the ages from the beginnings of content strategy to the present. We’ll start all the way back when tablets were, well, tablets…
“Brands” in the most frequently understood sense of the term (especially among laypeople) refer to well-known, everyday consumer products (often including the companies that make them). From surveys like, “What brand of toothpaste do you use? What brand of car do you drive? (Or maybe: What brand of cigarettes do you smoke when no oneContinue reading “Why B2B Needs Branding”
Is a brand a sign, or is it the destination? Or is it both? Or is it something greater than either one? How you answer that question may well depend on where you sit professionally, in-house in a product or sales group, as a strategist or communications expert in or outside the organization, or atContinue reading “The Semiotics of Branding”