by Mark O'Brien | Apr 7, 2015
In the past, we’d have said the younger of my two younger brothers, Ben (to protect his privacy, this is not his real name), is mentally retarded. In these enlightened times, we’re more likely to say he’s intellectually disadvantaged, synaptically challenged, or...
by Mark O'Brien | Apr 6, 2015
Ask a roomful of people (I’ve done it), “What’s your brand?” and most of them will quickly respond, “My logo.” It’s not a bad answer. It’s just incomplete. It lacks context. Your logo is, at most, an aspect of your brand. Especially in your advertising or on your...
by Mark O'Brien | Apr 3, 2015
Since it was clear I was more surprised than Biff was, I spoke up first; although, it was more a reflexive exclamation than a considered inquiry: “Is something wrong …?” “No,” Biff replied calmly. “What makes you ask?”...
by Mark O'Brien | Apr 2, 2015
Regular readers might remember the first case I reported in these pages. Hardcore masochists might even recall the second one. If not, don’t let it get to you. I beat the pavement as a private brand detective. The lion’s share of my cases have to do with...
by Mark O'Brien | Mar 31, 2015
We tend to meet any new situation by reorganizing; and a wonderful method it can be for creating the illusion of progress while producing confusion, inefficiency, and demoralization. (Charlton Ogburn, 1911-1998) I once helped a company establish its brand in a new...
