Vyway Viewpoints
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BRAND MISSION: Focus on the Why, Not the What
by Anne Berg
At his famous trial, Socrates proclaimed: “An unexamined life is not worth living.” He was later sentenced to… Read More
BRAND PIVOT: Rethink Nearly Everything
by Anne Berg
Or risk losing everything. Because we’re facing a uniquely forceful disruption in business. And all previous plans seem… Read More
BRAND RESILIENCE: Prepare for the Recovery Now
by Anne Berg
Look up. And move beyond the panic. When things get difficult, perspective tends to narrow out of fear.… Read More
BRAND IDEA: Declare Your Unique Manifesto
by Anne Berg
Great brands live to inspire the mind. It is here, in the human mind, where all reality exists.… Read More
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