Posts by Lisa Morales Cook
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Name one of your favorite brands. Now think about your choice. Do you like that brand because of something it says, or because of something it does? Chances are you’re more drawn to a brand because of the way it acts, because of the response it asks of you, framing your own action toward it. [...]
I recently returned from San Francisco. In the three years between my visits, the city miraculously silenced its streets. The heavy traffic, both pedestrian and propelled, is no longer drowning in the sounds of exhaust pipes and diesel hums. Instead, there are zero-emissions vehicles, electric buses and cable cars (which have almost always been there), and [...]
I’ve been following Fast Company’s series on social currency, in which they propose that brand value is strongly impacted by social media. I agree with them, in that social media has become an important aspect of gauging and managing brand value. But remember that brand value builds over time, and just as any investor looks [...]