Different is Better Than Better

Branding is the oxygen of marketing communications. We all bring biases to the brand development process, including the idea that our brand must be the “best.” After all, most of us grew up believing we have to be better than the competition. But “better” is fickle—and a poor long-term positioning strategy. “Better” puts us on a never-ending treadmill—with everyone else…

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Are You Moved by Statistics?

One of our clients, a leader in the financial services industry came to us to create a compelling report on their small business economic development program. Sounds relatively straightforward, right? Here was the challenge: we were confronted with a massive amount of data that only an economist could love. How on earth would we get anyone to care? In business, complex…

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Is the Annual Report Dead?

The answer is no, but many are missing a major communications opportunity. It’s time to stop producing the simple 10K wrap that turns out to be not so simple and very painful to read through. I recently launched a book called, Responsive Branding and the one major theme throughout all the research I conducted was that brands succeed when they…

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Responsive Branding—the Book—Available Next Month

Consistency is the first law of corporate brand building—at least that is what all of the experts say. Branding principles evolved out of post World War II economic prosperity and the emergence of the mid twentieth century consumer. Major companies such as Campbell’s, Proctor & Gamble and General Foods systematized package design to help shoppers recognize their brands on shelves…

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How Responsive is Your Brand?

Responsive Branding offers marketers an approach that embraces creativity, leverages media fragmentation and eschews uniformity. Instead, it aims for a coherent framework of cross-platform visual and verbal communication. Companies are struggling to break through in this hyper-media environment—and the old constructs of expertise no longer work. You can start by asking yourself these ten questions: 1. Is my organization clear…

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Responsive Branding Webinar

Responsive Branding can help you lead your category. After a year of research on her new book, Lynda Decker, President, Decker Design shares the best practices from some of the world’s leading brands. The webinar “Responsive Branding: The advantage of agility over repetition,” was given on February 10, 2016 by Lynda Decker. The following is the transcript from “Responsive Branding:…

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Sustainable Brands Conference 2016

Decker Design has been doing an increasing amount of work with clients that are concerned about their sustainable business practices. I made the decision to attend the Sustainable Brands Conference, which was held last week. Like many of my fellow attendees, it was my first time. My goal was to learn more and be able to share newly acquired knowledge…

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