Southwest

"How about brand purpose as it relates to identity and positioning? Are they separate? The same? Interchangeable?"  I received this question recently on Instagram after I asked what people wanted to know about purpose. The post ...

Does your business have a champion mindset? You might be thinking, "Sure, we play to win." While I always appreciate good sports analogies, I'm referring to the other kind of champion: the advocate.   Establishing brand purpose means identifying ...

I recently had the opportunity to hear content marketing guru Amanda Todorovich speak about growing Cleveland Clinic’s Health Essentials into one of the most widely read health blogs in the country. Her secret = clarity. ...

How do you make business decisions? How do you know the right next move? What about your employees? How do they know? One of the less measurable but most impactful benefits of brand purpose is critical ...