February 2019 | Spencer Brenneman, LLC

February 2019

For many companies, the internal communications function is a necessary annoyance. They’re missing out. It can connect directly to the bottom line. On March 12, I will speak to a group of internal communications professionals at the Internal Comms Pro Morning Brew about the connection internal communications can and should have to the bottom line. During the presentation, I will lay out my premise, where the brand strategy can most easily support internal communications, and most importantly, how to make it all happen. [tweetshare tweet="If you’re doing both brand management and internal communications correctly, it would be impossible for the brand not to be a part of all employee messages." username="SB_Branding"]   To tease it out a bit, here are three ways internal

Last week I had the opportunity to sit in on a Founder’s Live pitch event in Boston, held at the CIC (where we have our offices). As always, these entrepreneurs were smart, passionate, and promoting incredible ideas. However, of the five participants, three of them received the comment from the judges: “I have no idea what you do.”   On the one hand, this is surprising. The entire point of a pitch is to explain what you do in a way that excites potential investors to learn more. A clear description of what one does would seem to be the first thing these founders would master.   On the other hand, as a brand strategist, I was not surprised at all.  Established,

Changing a Name Brand. A name brand you recognize decides to change their name. The world is shocked, right? Dunkin’ Donuts goes to just Dunkin’. Weight Watchers goes to just ‘WW.’ Kentucky Fried Chicken is just ‘KFC.’ Well, annoyances aside, changing a company name can be a smart move, if aligned with the brand strategy. Changing a name brand in a vacuum is never a good idea, and the result will be a piecemeal company with glaring inconsistencies.   Real World Examples. Take the above example. Dunkin’ Donuts changing their name just to Dunkin’. When this move happened, I saw numerous comments on the internet about how stupid this was. How this would be regarded as one of the biggest branding blunders in history. [tweetshare tweet="Changing

You know the feeling. You’ve just left another meeting where there’s a half-hearted agreement about a course of action that, much like those before it, will either never come to fruition or if it does, it will simply fail. It doesn’t matter what, really. A marketing campaign, a client retention effort, or a new way to build morale. Deep down, everyone knows that it won’t work, but it’s better than doing nothing at all. When Groundhog Day happens every day, you have a problem and we are willing to wager the problem lies with your brand strategy. After all, the brand strategy has one goal: nurture and protect the relationships you have with those most important to your success. Namely,