Companies often spend considerable resources over many years building their corporate brands. So why would anyone risk all that on a rebrand? It may seem perilous to purposefully alter how your company shows up in the marketplace, and potentially throw away brand equity in the process. But it turns out...

Listen to your B2B customers and you’ll hear something amazing: the keys to your true competitive advantages. That’s the power that comes from a type of deep qualitative research called Voice of Customer (VOC).  Often used to undercover early warning signs of customer dissatisfaction, we find VOC research can be...

Up to 70% of employees can’t identify their corporation’s business strategy, according to research cited in the Harvard Business Review. That research also revealed those same employees don’t understand their company’s purpose, the essential mission and vision that informs and drives the strategy.  Intriguing, but not surprising. In working with...