Mission vs. Vision: What’s the Difference?

The first principle of getting culture right is to put a brand strategy in place—a vision which can then guide the selection of core values. But what does a thoughtful brand strategy framework look ...
Developing A Brand

Branding From the Inside Out 

When Howard Schultz embarked on a brand refresh for Starbucks a few years ago, he didn’t make a high-profile change to the logo—he closed all outlets for a few hours so he could coach managers on ...
investigator looking with magnifying glass

When Bad Practices Happen to Good Companies

In Edgar Allen Poe’s classic detective story “The Purloined Letter,” the Paris police scour a blackmailer’s apartment for a letter they are certain is hidden there. They use microscopes, the ...