Mike Renaud

A brand is not a logo. A brand is not a corporate identity system. It’s a person’s gut feeling about a product, service, or company. Because it depends on others for its existence, it must become a guarantee of trustworthy behavior. Good branding makes business integral to society and creates opportunity for everyone, from the chief executive to... See more

‘Emotional generosity’ is the ability to see beyond behaviours we don’t understand by proactively looking for compassionate ways to explain them. Sometimes, this is easy; if a toddler starts crying or throwing a tantrum, we might wonder if they’re hungry, or tired, or hurt. Sadly, it’s not so simple for adults — and especially for our co-workers.... See more

Think of this scale as form of Richter scale to get a feel of how bad the hype is. A new technology doesn’t have to move through every single level but it most likely will at least reach level 3.

A brand is a person’s gut feeling about a product, service, or organization. It exists in the hearts and minds of individuals.