Category Archives: Brand Culture

Sales: The Rhetoric Of Branding

Academic Disciplines

  • Rhetoric

Business Disciplines

  • Sales

Central Metaphors

  • The Case

Theoretical Framework

  • Ethos | Moral Center
  • Pathos | Empathy
  • Logos | Reason
  • Kairos | Opportune Moment

Deliverables

  • Sales Strategy
  • Sales Guide
  • Sales Kit
  • Sales Training

Company Culture: Santa Lucia Day 2009

Natten går tunga fjät, runt gård och stuga.
Kring jord som sol’n förlät, skuggorna ruva.
Då i vårt mörka hus, stiga med tända ljus,
Sankta Lucia, Sankta Lucia.

Natten var stor och stum. Nu hör det svingar,
i alla tysta rum, sus som av vingar.
Se på vår tröskel står vitkläd, med ljus i hår,
Sankta Lucia, Sankta Lucia.

Mörkret skall flykta snart ur jordens dalar.
Så hon ett underbart ord till oss talar.
Dagen skall åter ny, stiga ur rosig sky,
Sankta Lucia, Sankta Lucia.

Positioning: Defining Your Category

Harvard’s Mary Tripsas stresses the importance of categories:

GLANCE through a photo album of early automobiles and you’ll find an eclectic assortment of vehicles, including three-wheeled machines and bicycle-like contraptions. You’d be hard-pressed to identify many as cars.

Early consumers were confused, too, until innovators finally converged on a carriage-like design and coined the term “horseless carriage” in the 1890s, giving a clear point of comparison. More than 100 years later, we can learn from their example.

New York Times