Forget 30 seconds. You’ll be lucky to get two. If you listen to marketing authorities like the mighty Tom Peters or Harvard Business School, you’ve heard the terrifying news: you need an “elevator pitch“. At Beg to Differ, we totally agree. If you can’t boil your business down to a story that you can tell in [...]

Does your brand strategy work for people, or just fantasy critters? Last week, the Differ announced that one long quest was over: to find the formula for the word “brand” (Promise+Differ). But after de-mystifying one core branding concept, today’s cartoon from Tom Fishburne (below) reminded us there are still of a lot of other critters [...]

Hey branders: the question is now settled. Let’s move on. It’s one of the most frequent – and maddeningly circular – question that every brand  manager faces: what the heck is a brand?  Well, sorry brand voodoo practitioners, the argument is over. Toronto adman