Tag Archives: promise

Brand Development as People

You'll hear us say it incessantly: a brand is a promise.

Brands are directly tied to customer experience. But what fashions your customers' experience?


It all comes down to people. It's the sales people, the cash register people, and [...]

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Brand Development as Story Telling

Stories follow a pattern of four elements: the way things ought to be, the way things are, the way things can be, and the way things will be.

Brand development (the high goal of marketing and advertising efforts) has everything [...]

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Weekly Idea: All Marketing Is Brand Building

This quote drives what Blue Ocean Ideas does for clients:

"The art of marketing is largely brand building. If not a brand, it will be viewed as a commodity." - Philip Kotler, Kellogg Graduate School of Management

We counsel clients [...]

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The Idea: Do Not Live Like It's Your Last Day

So, we're in the season of stale platitudes, cliché religious advice, crassly commercialized quips, and bad photography. How are your holiday cards and public service announcements looking?

There's an oft-quoted piece of advice that sometimes rubs me the wrong way: [...]

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The Idea: Your Promise

Your Brand is a Promise So, how do you get into the tiny decision-making window of your customer or member? Your brand has to "Starbucks" them. When you say "Choose me," you are making a promise to your audience that [...]

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