Author Archives: nervecollective

Good Creative Gets Out of the Way

We don’t know which wise soul first said this about industrial design, but it’s a great mantra for marketing and ad creative too. It’s a contrarian view, at least as far as many firms go. The temptation to put one’s … Continue reading

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On the Power of “No”

Staying focused is the biggest challenge brand managers have.  That’s especially true in tough economic times when the business gurus are all shouting “innovate, innovate, INNOVATE!!” from the hilltops. With all that pressure the temptation to innovate wildly starts to … Continue reading

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Our Small Batch Future

If you’re interested in getting a glimpse of what the virtual world of the last ten years is going to do to the real world in the coming ten, spend a couple of evenings with Wired editor Chris Anderson’s new … Continue reading

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The “Strategic” Marketer

A couple of interesting comments on Wednesday’s post. The gist of them: it’s a relief to have a marketer speak frankly about the limits of marketing. Nice to know we’re not the only ones who think a good chunk of … Continue reading

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Is There Such a Thing As a “Re-Brand”?

Every so often you hear that this-or-that company is working on a “re-brand”. But what is a re-brand, exactly? Most people use the term to describe a logo change, but a true re-brand entails a lot more than that. It … Continue reading

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Mastering the Art of the Pre-Mortem

Of all the various techniques we use for our branding workshops, my personal favorite is the “pre-mortem.” Though entrepreneurs (especially very enthusiastic entrepreneurs) often find it morbid and deflating, it’s one of the most useful techniques ever devised for anticipating … Continue reading

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To VC or Not to VC?

If there’s one thing growing businesses need — maybe even more than, ehem, marketing — it’s capital. That capital can come from a variety of sources. Ideally it’s  generated by profits. But then of course some moves require a bigger … Continue reading

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