Authentic Branding | 4 Directions Branding

Forget the Silver Bullet — It’s Missing the Point

by Glenn Geffcken | Aug 13, 2019 | Authentic Branding

When it comes to marketing, forget the silver bullet. Why? Because it’s missing the point. If we’re looking for the next gimmick, the next new thing to save the day, we’re losing sight of why we’re in business in the first place, which is to bring change, to provide...

Allowing and Embracing the Twists and Turns: The Non-Science of Authentic Branding

by Glenn Geffcken | Jul 16, 2019 | Authentic Branding

We want a sure thing because a sure thing gives us comfort. For this reason, we tend to resist the twists and turns—the mini-successes and scrapes and bruises. Building an authentic brand is both a process and it’s not. There are discernible steps to take that lead us...

Things That Get in the Way of Authentic Branding

by Glenn Geffcken | Jul 1, 2019 | Authentic Branding

Brené Brown tells us that, “Authenticity is not something we have or don’t have. It’s a practice—a conscious choice of how we want to live.” She also tells us that, “If we want to live and love with our whole hearts . . . we have to talk about the things that get in...

Marketing is Changing: Whether We Like It Or Not

by Glenn Geffcken | May 22, 2019 | Authentic Branding

Marketing is changing whether we like it or not. Although this is not new—as the old axiom goes: the only constant is that change is constant. What is unique about the fact that marketing is changing is how visible the changes are as compared to other aspects of our...

The Power of Marketing from a Place of Inspiration

by Glenn Geffcken | May 14, 2019 | Authentic Branding

There are companies who have products and services that are not very inspirational, and yet they associate their products with feelings of inspiration. And there are companies with very inspiring products and services who market from a place of features and benefits....

Three Steps to Finding the Words to Express Your Vision

by Glenn Geffcken | Mar 27, 2019 | Authentic Branding

Finding the words to express a unique vision in a compelling and engaging way is one of the biggest challenges conscious business people face. It’s challenging because visions are not born in words—they are born in emotion and feeling, which is why we call them...

Forget the Silver Bullet — It’s Missing the Point

Allowing and Embracing the Twists and Turns: The Non-Science of Authentic Branding

Things That Get in the Way of Authentic Branding

Marketing is Changing: Whether We Like It Or Not

The Power of Marketing from a Place of Inspiration

Three Steps to Finding the Words to Express Your Vision

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