Vyway Viewpoints

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Strang Trademarks
March 25, 2021

STRONG TRADEMARKS: Own Your Brand Name

by Anne M. Berg

A trademark is the only form of intellectual property that can last forever. Unlike copyrights and patents, trademarks

Customer Centricity
October 28, 2020

CUSTOMER CENTRICITY: Create Your Winning Strategy

by Anne M. Berg

Your customer is more important than the product or service you sell. And any given relationship you nurture

Deep Curiosity
October 25, 2020

DEEP CURIOSITY: Care About Your Work

by Anne M. Berg

Remarkable branding is the result of combining big ideas with relentless attention to detail. This meaningful work starts

Care Path
October 15, 2020

CAREER PATH: Follow Your Intuition

by Anne M. Berg

When I attended St. Catherine University, a long time ago, I majored in English and minored in graphic

BRAND RELEVANCE: Choose Relevance Over Difference
October 7, 2020

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

Brand Strategy
September 27, 2020

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

Brand Mission
July 29, 2020

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

Vyway - Brand Pivot
June 10, 2020

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

Brand Resilience
March 30, 2020

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.

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