Current Affairs
Even Uphill – Branding a Venture Firm Driven by Innovation.
Focusing on the dynamics of change. When a freshly-minted global venture firm came to RadiantBrandsand asked us to build a brand and marketing presence we saw a clear opportunity to differentiate them. Having worked with numerous Silicon Valley VC’s we knew much of how they presented their firms and investment strategies. So how is this…
Read MoreThe Durability of Brand Strategy is Always Tested by A Response to Disaster
By responding to the changes in the market, a company, a brand can succeed in solving major problems if they understand their value and meaning to customers.
Read MoreThe Toilet Paper Conundrum
Buying behavior is based on some of the most basic emotional drivers: survival and status. What people believe they need is more important than any information that may inform them otherwise. How we act is essentially an emotionally-based experience that drives us and we then translate our choices into logical and rational reasoning that we have carefully figured out after the fact.
Read MoreNoodle Theory: How to Reopen Retail and Bring Back People
In the small German town of Schwerin on a warm spring day in May, as Germany is beginning to open up and come back to some semblance of normality, Cafe Rothe had just re-opened after months of closure, and they provided a handy way of keeping people safely apart while they had their coffee. The owner provided noodle hats…
Read MoreTime to Pivot: Five things to do to Reinvent Your Brand Strategy
First, remember, who you are is not the same. The key is understanding that the rules that governed what you did and how you did it for your business or non-profit have all changed. The radical shift in the world caused by literally turning off almost all business transactions and activities that drive consumer behavior…
Read MoreCoronavirus — What can brands do in a time of uncertainty?
With uncertainty events are canceled, large buying decisions are put off and brands that were once essential to what we feel and do are now sidelined or disregarded. The new priorities become basic. How do brands cope?
Read MoreChallenges to the Global System – Videos of the New Enlightenment Conference
In July 2019 Steven Donaldson of RadiantBrands with our film crew shot a three-day conference in Edinburgh, Scotland, The New Enlightenment Conference, on the issues facing the world economy, democracy, and the global system of trade and governance held on July 1-3 of 2019…
Read MoreMarketing is for Humans: In 2020 this is what matters.
It’s 2020 and time to really look at how we use marketing and branding to connect. Not just with products and cool tech solutions but communicating and connecting with individuals, not just as customers but as people – the ones who are supposed to buy our brands and care about the company that makes them…
Read MoreThe Brand Narrative – it’s about how we connect
Stories. That’s what everyone remembers. Stories tell us what matters, who’s the underdog and who’s the hero. The most memorable brands are all about stories and meaning.
Read MoreIntrepid Ascent – Launching a Brand Committed to Healthy Communities
The healthcare industry consists of a complex range of services and systems that often include a multitude of locations and providers. How do we know that the services being offered are effective, and how can improve outcomes?
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