branding

Embracing & Expanding Your Corporate Identity

I'm still processing a question posed to marketplace businesses in a recent INC. article. Senior writer, Ilan Mochari, suggests we ask ourselves, "What business am I really in?" He writes:

Had Starbucks, at any point, convinced itself that it was strictly in the coffee business, it might never have ventured into the realm of music. Likewise, had Apple, at any point, convinced itself that it was solely in the computer business...

Can the Script. Netflix Did.

You can always tell when the script is being used. You know what I mean. You're engaged in lively conversation over a meal and your server interrupts with the scripted dessert monologue. Or your talking with customer service on the phone and you don't feel heard at all, because the same script is repeated over and over regardless what you say. 

I hate the script. It's annoying and sad. Annoying, because