Big
Thinking

An open wallet with a person putting a coin inside.
Getting it right
June 10, 2008 | Inga Rundquist
It's all about communicating the right message to the right person in the right place at the right time.
Two people shaking hands with a group of people out of focus in the background.
Inside out branding
May 5, 2008 | Inga Rundquist
Most companies have focused their attention on the most visible aspects of a brand: the logo and tagline, the carefully crafted advertising campaign, or the cool web site that was just launched. But, the brand is still about what's under the surface.
A gold stick figure holding up the word "brand" in gold with multiple "brands" in silver lying on the ground.
The brand bond
March 28, 2008 | Inga Rundquist
We all have relationships with brands. During branding workshops, I ask participants to name the brands they've encountered so far that day. Participants often mention some of the same brands: Starbucks, Crest, Apple, Dell, Toyota, BP, Google, and Pepsi.
A man holding an unwieldy stack of binders.
Spending smart instead of spending big
January 28, 2008 | Inga Rundquist
Most marketers think their budget is too small - whether it's $50,000 or $50 million. No matter how much you have to spend on marketing, you need to make sure every cent counts.