Creating and sustaining market advantage requires constant monitoring, awareness and anticipation of the companies in your competitive set. At Baker, we use these studies to inform our thinking and ensure the ultimate end product is unique and engaging.
In this Q&A we demystify brand positioning, explain how to uncover a strong positioning, talk about the benefits and more.
In today's content-centric world, every company is in the business of communications — but not all communications are created equal.
Purpose has the power to fuel organizational performance. It’s the answer to the questions: “Why do we exist?” and “What is the difference we are trying to make in the world?”
What it boils down to is quite simple: these companies have unparalleled relationships with their employees, customers, partners and shareholders.
I wouldn’t want to be in Coca-Cola’s C-suite these days. I definitely would be losing sleep. Leadership knows there’s an elephant in the room. They’ve rationalized ways to minimize the impact, but will that be enough in today’s world?
Have you ever noticed there are generally two ways of approaching things in business and life? (1) Half-ass it. (2) Pursue excellence. We’ve seen this ring true in the realm of sustainability and corporate responsibility.
It doesn’t matter what type of company you’re part of, design is increasingly being recognized as a business driver. Design-thinking stretches far beyond mere aesthetics.
Invite managers to a communications webinar and they’ll yawn. Tell managers you need them to explain some difficult decisions to employees and answer questions, and you’ll see them sit up straight.
DineEquity was created about a year after IHOP acquired the larger Applebee’s chain in 2007. Baker named and branded the new company, also creating the tagline, “Great franchisees. Great brands.”