Vyway Viewpoints

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Brand Vision

BRAND VISION: Look Back & See Forward

by Anne Berg

It was late. We were tired. We had sailed into the night. Now, we were motoring in the… Read More

Brand Names

BRAND NAMES: Own Your Trademark

by Anne Berg

At its creation point, your brand name has the opportunity of a lifetime to start out strong —… Read More

BRAND LIFT: Know when it’s time to course-correct.

by Anne Berg

In sailboat racing, there’s a term called “lift” which refers to the force produced by wind and water… Read More

BRAND MEANING: Getting to the Heart of the Matter

by Anne Berg

Know Your Marketplace. New marketing finds itself in a state of dramatic change – a type of evolution… Read More

BRAND AWARENESS: Have You Ever Had A Sign From The Universe?

by Anne Berg

I think it was 1995. I was visiting friends in San Francisco, taking a break from my ad… Read More

BRAND MARKETING: Define your role & responsibility

by Anne Berg

A recent Harvard Business Review article thoughtfully outlined the differences among three types of CMO (Chief Marketing Officer).… Read More

Brand Courage

BRAND COURAGE: Soar to market success

by Anne Berg

Two nearly full-grown eaglets, preparing to fledge from their enormous nest, tempt my attention daily. They live 75… Read More

BRAND CONNECTION: Integrate design & delight

by Anne Berg

Customer insights – understanding what truly inspires your customers – should drive your business. It’s within these understandings… Read More

BRAND ENERGY: Take your moon shot

by Anne Berg

High-performance organizations outwit their competition by aligning around an audacious goal — a goal that conjures up a… Read More

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