Blog
What’s your Unique Value Proposition?
I bought my first pair of Lululemon yoga pants nearly 20 years ago, before the Vancouver-based retailer became a household name and its butt-sculpting leggings became a weekend wear staple. Fast forward two decades and I’m still buying Lululemon athletic wear even...
Using the “Five ‘W’s” to develop a content strategy
I remember one of the first lessons I learned in journalism school was about the “Five ‘W’s”: “Who,” “What,” “When,” “Where,” and “Why.” These “Five ‘W’s” help journalists address basic questions that every story should be able to answer. When developing a content...
What is a brand story and why is it important?
What emotions does your brand invoke in customers or potential buyers? Which values would a user associate with your brand? Can your employees describe why your brand exists in a few short sentences? If you’re having trouble answering any of these questions, you may...