Rocky Mountains

Andrea Syverson is the founder and president of creative branding and merchandising consultancy IER Partners. For 20+ years, Andrea’s joy has been inspiring clients with innovative approaches to branding, product development and creative messaging. She’s the author of two books about brand building and creating customer-centric products that enhance brands: BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants and ThinkAbout: 77 Creative Prompts for Innovators. You may reach her at asyverson@ierpartners.com.

Perhaps like me, you love summer and all it entails: longer days, outdoor play, flip-flop casualness, patio grilling, hummingbirds, wildflowers and a beachy attitude (even here in the midst of the Rocky Mountains). As a greeting card from artist Renee Reese playfully reminded me, the summer season is nearing its end. Rather than bemoan its passing, why not spend some time with your brand leaders reflecting on these questions.

I've found that companies spend quite a bit of time on the techy-ness of their brands, but not so much on the high touch-ness of their offerings. How much human touch is part of your current brand experience?

When was the last time you took your brand on a holiday? A real, live "getaway from it all" pause for refreshment and renewal? I don't mean the annual rah-rah sales meeting or the obligatory management off-site. I mean a true time-out.

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