values in action

“A principle isn’t a principle until it costs you something.” — Bill Bernbach

DESIGNING A BRAND MANTRA Unlike brand slogans meant to engage, brand mantras are designed with internal purposes in mind. Although Nike’s internal mantra was “authentic athletic performance,” its external slogan was “Just Do It.” Here are the three key criteria for a brand mantra. Communicate. A good brand mantra should clarify what is unique about

Great originals are great procrastinators, but they don’t skip planning altogether. They procrastinate strategically, making gradual progress by testing and refining different possibilities.