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...
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...
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...
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...
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....
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...
