Vyway Viewpoints
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BRAND RELEVANCE: Choose Relevance Over Difference
by Anne M. Berg
It’s important to achieve brand distinction, yet it’s imperative to achieve brand relevance. For decades, marketers have focused… Read More
BRAND STRATEGY: Drive Revenue and Profitability
by Anne M. Berg
A clear and strong brand strategy accelerates brand performance and even business profitability. Your brand strategy is a… Read More
BRAND MISSION: Focus on the Why, Not the What
by Anne M. 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 M. 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 M. 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 M. 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 M. 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 M. 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 M. Berg
In sailboat racing, there’s a term called “lift” which refers to the force produced by wind and water… Read More
