Vyway Viewpoints
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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
BRAND INNOVATION: Grow your business
by Anne Berg
Innovation is highly correlated with value creation and financial performance. And when it’s done well, innovation lives as… Read More
BRAND PROMISE: Define your impact
by Anne Berg
A client recently asked for feedback on language for their new service offering. One of their proposed headlines… Read More
BRAND FUTURES: Create shared value & meaning
by Anne Berg
People buy relevance. They buy relevant things from brands they trust. And effective branding helps people curate relevance.… Read More
BRAND CLARITY: Refine your business model
by Anne Berg
Business-model innovation is on the rise. Why? A lifeless economy, a flat world, and a tech evolution are… Read More
BRAND STRATEGY: Determine your destiny
by Anne Berg
Strategy drives performance. Yet so many marketers rely on tactics alone to yield results. Asking the right questions… Read More
BRAND TRAP: Avoid generic brand names
by Anne Berg
There’s obvious appeal in selecting a descriptive, generic brand name. But when you do, the marketplace traps you… Read More
BRAND NAMING: Protect your investment
by Anne Berg
At the moment of its creation, your brand has the opportunity to start out strong. When you name… Read More