Vyway Viewpoints

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Brand Names

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 —

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

BRAND MEANING: Getting to the Heart of the Matter

by Anne M. Berg

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

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

by Anne M. Berg

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

BRAND MARKETING: Define your role & responsibility

by Anne M. Berg

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

Brand Courage

BRAND COURAGE: Soar to market success

by Anne M. Berg

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

BRAND CONNECTION: Integrate design & delight

by Anne M. Berg

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

BRAND ENERGY: Take your moon shot

by Anne M. Berg

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

BRAND INNOVATION: Grow your business

by Anne M. Berg

Innovation is highly correlated with value creation and financial performance. And when it’s done well, innovation lives as

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