Vyway Viewpoints
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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: 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: 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