Introducing the Sleuth Society

Beckie ManleyBear Sightings, Branding, Fierce Strategy + Creative, From the CEO

Let’s grow Fierce together At Fierce, we love new business leads who come to us because they’ve heard great things about our work or about the Fierce people from a friend. A warm introduction always allows us to begin a working relationship, and ultimately a wonderful new friendship, on a strong foundation of trust and confidence right from the start. It helps us more efficiently accomplish our mission of doing mighty work with excellence for the brands that we serve—and as a result, effecting change in our world. Fierce has created the Sleuth Society Neilson data continues to show that people are 4 times more likely to … Read More

Our copious notes on the TED Radio Hour + the power of branding.

Beckie ManleyBranding, Fierce Strategy + Creative

*Photo by Kristen Eisenhauer, featured on Huffington Post  TED talks about the power of branding. If you’ve ever visited our blog before, you know by now that we’re big fans of lots of great podcasts, including the TED Radio Hour. We were listening to a great one the other day about branding and the crafting of the movie, “The Greatest Movie Ever Sold.” We can’t listen to a TED podcast without taking copious notes so we thought we would share some of the highlights we captured here on the blog. Branding excerpts Brands help us assign value to the things we buy.  When it came to pitching the movie, “The Greatest Movie Ever … Read More

HBR: Common traits that lead to global business success.

Beckie ManleyBranding, Company Culture, Fierce Strategy + Creative, From the CEO

*Image from LoveIsTheLighter.com Successful global companies share common traits. Successful global companies don’t just happen. They are born from intentional and purposeful strategy, clarity of mission, disciplined focus and a whole lot of courage—starting right from day one. I was watching a little Harvard Business Review video recently that called out seven characteristics successful global companies have in common. HBR found from their research that it’s usually the internal capabilities of a company that make or break international endeavors, not just the external conditions of new markets. I did a little research on each of the seven traits and their most basic definitions so I could personally measure our own Fierce brand against them. Seven characteristics successful companies demonstrate.  … Read More

Fierce Excerpts: Is industry expertise losing its value?

Beckie ManleyAdvertising, Branding, Fierce Excerpts

*Image: Some of the Fierce expertise in action (BrandFiercely.com) Now Reading | The End of Expertise (HBR) Expertise is the world we’re living in every single day. At Fierce, it is one of our key value propositions and one of the key differentiators that we bring to our clients. Our expertise comes from over 25 years of experience managing brands from start-ups to multi-billion dollar companies. But is this key asset loosing its value? Here’s what HBR had to say. If genuine expertise is no longer commanding its traditional premium in the marketplace, and if the old ways of conveying expertise are also in upheaval, what then do experts have to offer? … Read More

Fierce Excerpts: How the GAP lost its brand identity.

Beckie ManleyBranding, Fierce Excerpts

Now Reading | The GAP’s Biggest Problem is That it Lost its Brand Identity.  http://www.adweek.com/news/advertising-branding/gaps-biggest-problem-it-lost-its-brand-identity-165367 So what is brand identity? Here is a simple definition: The visible elements of a brand (such as colors, design, and logo) that together identity and distinguish the brand in the consumers’ mind. When I was young, I was one of those consumers who thought of the GAP as “effortlessly cool.” I loved the look and feel of their fun basic pieces. I liked the prices as a high school student and as a poor college student, and I liked the brand—clean, simple, and pure. As someone who was infatuated with advertising … Read More

Fierce Excerpts: As a candy company, it’s nice to have a tech giant in your corner.

Beckie ManleyBranding, Fierce Excerpts

Now Reading | KitKat Changes its Name to YouTube Break on 600,000 Wrappers. http://www.adweek.com/news/technology/kitkat-changes-its-name-youtube-break-600000-candy-wrappers-164731 I love it when brands get crazy. According to Adweek, Nestlé candy bar KitKat is being temporarily rebranded as “YouTube Break,” with the new name appearing on 600,000 wrappers in the United Kingdom. Consumers can use their phones’ voice recognition software to say “YouTube my break” and get the day’s top-performing clips. How fun! Here is the link to the video explaining how the campaign works:

Google talks about micro-moments: intent-rich moments when decisions are made and preferences are shaped.

Beckie ManleyBranding

I recently signed up to receive updates from “Think With Google.” (https://www.thinkwithgoogle.com/) This morning I had a great article waiting for me in my inbox by Sridhar Ramaswamy called “How Micro-Moments Are Changing the Rules.” I love it. He defines “micro-moments” as intent-driven moments of decision-making and preference-shaping that occur throughout the entire consumer journey. They occur when we’re waiting in line at the airport, sitting at a drive-thru at Starbucks, or waiting in car line to pick up our kids from school. As a consumer, I know these moments well. As a branding agency, it makes me think of something I say often to our clients: … Read More

Magical and irrational.

Beckie ManleyBranding, People + things that inspire us

I loved Seth Godin’s blog post from 3.14.15, known famously as Pi day. In case you missed it, here is an excerpt from “Magical and Irrational”: Pi is our most famous irrational number. Not irrational in the sense that it’s a foolish argument, a form of wishing for one thing while doing another. No, pi is irrational in a magical, beautiful sense. It can’t be cropped off and fit into a box. The closer you look at pi, the more you see, forever. And that sort of irrational magic is at the heart of our best work. Meeting spec works fine as long as you’re the only … Read More

The beauty and wonder of curiosity.

Beckie ManleyBranding, People + things that inspire us

“The important thing is not to stop questioning. Curiosity has its own reason for existing. One cannot help but be in awe when he contemplates the mysteries of eternity, of life, of the marvelous structure of reality. It is enough if one tries merely to comprehend a little of its mystery every day. Never lose a holy curiosity.”  – Albert Einstein

About PowerToFly and how empathy is a great teacher.

Beckie ManleyBranding, Entrepreneurship, From the CEO

I am smiling to myself as I read a recent story about Katharine Zaleski, President of PowerToFly, on her journey toward empathy for the working mother. As a working mother myself, who is starting her third company, I get it. I get both sides of the story. No one understands anything about kids until suddenly they have one of their own. But I love that she made such a public apology simply for the attention it has garnered for the topic. And I love that she has been so beautifully proactive on helping to fix the mindset and the problem. I have been a working mother as … Read More