Know Thy Personality—Strategy Series Part Three

Understanding branding basics - know thy patron

This article is the third of a 5-part series about Vigor’s strategic framework. Read part two here. Imagine that you’re a brilliant computer programmer working at a shadowy tech giant. One day, your boss pulls you aside for a special project. You’re seated in a white room with nothing but two microphones and two speakers. The […]

You vs. Them – A branding lesson in understanding your audience

You’re reaching the launching point of a new brand and you’re anxiously waiting to unfurl the new look and brand to the world. You’re certain it will be received with positive feedback, or, at least, it won’t be hated. You know this because you’ve guided the process from beginning to end based on what you […]

Rise of the apptroverts

Originally posted on Medium You’ve seen them. You may even be one. They’re the people at the table whose faces are glowing from their smartphones almost completely disconnected from the world around them. While they may be disconnected from their physical space, they are simultaneously uber-connected to the entire world. These are the Apptroverted masses, […]

Avoiding the big froyo freeze

Three tips for frozen-yogurt operators to survive market saturation. Originally published on QSRMagazine.com. You can read the article here. Frozen-yogurt shops are reaching critical mass as sales and momentum start to slow down. The next obvious step in this fad is for the segment to reach its breaking point when weaker brands begin to fall […]