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5 must-read posts for building a purpose-driven brand
5 must-read posts for building a purpose-driven brand

Purpose is a powerful asset for any organization. As with anything with this potent potential, it must be handled with care. Here is a round up of posts that help all of us ensure we are helping purpose flourish.

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Strategic innovationDan SalvaJune 13, 2018Purpose
The insidious curse of adequate brand language
The insidious curse of adequate brand language

We need to embrace the power of our words to spark the imagination. To trigger surprise and delight. To even inspire those we hope to serve.

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Strategic innovationDan SalvaJune 6, 2018Brand, writing
The one question the will transform your brand story
The one question the will transform your brand story

We need to change the way we think about the fundamental strategy at the core of our brand stories. We need to quit talking in terms of conflict. We need to shift our focus to lifting up those we hope to serve rather than crushing a competitor.

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Strategic innovationDan SalvaMay 30, 2018Brand
Let’s get all sticky up in here
Let’s get all sticky up in here

If we want our message to be sticky, we have to figure out how to deliver something relevant to our brand, meaningful to our prospects, and incredibly engaging to those we hope to serve.

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Strategic innovationDan SalvaMay 23, 2018storytelling
Great storytelling is built for the rinse and repeat cycle.
Great storytelling is built for the rinse and repeat cycle.

We all can create meaningful and moving storytelling when we understand the purpose our brand can amplify in the lives of the people we hope to serve.

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Strategic innovationDan SalvaMay 17, 2018storytelling, Brand purpose
Are you designing a brand for the distracted or the driven?
Are you designing a brand for the distracted or the driven?

The real opportunity lies in those who have already taken a step or two toward us. Those who are frustrated or driven to take advantage of an opportunity to better their situation. This is where we should be focusing our brand efforts.

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Dan SalvaMay 9, 2018
For your brand. For your business. Love is your strategic advantage.
For your brand. For your business. Love is your strategic advantage.

When we talk about a great brand, we refer to it as being “loved”. Coincidence. I think not.

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Strategic innovationDan SalvaMay 2, 2018
Is your brand tagline a mic drop?
Is your brand tagline a mic drop?

Think about the business you’re in. Then think about those you hope to serve. Now rather than giving me a brand tagline that tells me what you do, tell me what you enable. Make it inspiring. Make it aspirational.

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Strategic innovationDan SalvaApril 25, 2018Brand
A brilliant brand position is lurking in your DNA
A brilliant brand position is lurking in your DNA

It’s there, lurking in the DNA of every brand. When we shine a light on it, we discover just how brilliant our brand position could be.

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Strategic innovationDan SalvaApril 18, 2018Brand Position
What if I had that feeling at work that I had in high school
What if I had that feeling at work that I had in high school

We believed so intensely back then. You can cynically call it naïveté. But you can’t deny the powerful effect it had. That’s a power we need to unleash in our organizations and our work lives.

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Dan SalvaApril 14, 2018
3 simple questions to ensure prospects will give a damn about your brand strategy.
3 simple questions to ensure prospects will give a damn about your brand strategy.

These 3 simple questions will make our brand strategy more focused and powerful. Because they unlock what’s relevant and important to our prospects – stuff they give a damn about. If we show them that we care about that, they may just give a damn about us.

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Strategic innovationDan SalvaApril 4, 2018Brand Strategy
Why brand strategy is so difficult these days
Why brand strategy is so difficult these days

We should collaborate and be agile. But not at the expense of creating a brand strategy that is meaningful and compelling. This is not a plea to go back to the old ways. Speed is awesome. Right up to the point it asks us to sacrifice greatness.

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Strategic innovationDan SalvaMarch 28, 2018Brand Strategy
How do you know what brand story to tell?
How do you know what brand story to tell?

The combination of story formulas changes from brand to brand. What doesn't change is that there are always these three elements. If we define those elements, it will put us well on our way to knowing what brand story to tell.

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Brand storytellingDan SalvaMarch 21, 2018Brand, Brand Story
A tagline sucks. A rallying cry rules.
A tagline sucks. A rallying cry rules.

A rallying cry creates the emotional shorthand that sticks in our heads and builds strong positive associations. Those are powerful elements that help a brand rise above competitors and help turn customers into advocates.

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Strategic innovationDan SalvaMarch 14, 2018Tagline
This simple human desire is the key to transforming a business
This simple human desire is the key to transforming a business

What makes it so irresistible is that we're no longer restricted to that small sliver of our waking hours. It expands what we believe we can do. That can be truly transforming.

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Strategic innovationDan SalvaMarch 7, 2018transforming
Be snarky without the malarkey
Be snarky without the malarkey

I propose a new standard. Let's embrace the wit and humor by agreeing that we can only be snarky if we accompany it with real ways that we're going to help make things better.

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Strategic innovationDan SalvaFebruary 28, 2018snarky
Why embrace a purpose when you can crank up the propaganda machine?
Why embrace a purpose when you can crank up the propaganda machine?

Shows us that you really took a hard look at who you are and the difference you are here to make. Then live it in a way that gets us excited about engaging with you. We want to believe in purpose. But you have to believe in it, too.

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Strategic innovationDan SalvaFebruary 21, 2018Purpose
Taking your brand from identifiable to valuable to irresistible
Taking your brand from identifiable to valuable to irresistible

A sense of purpose elevates a brand. It creates a level of desirability that transcends everything else. These are the brands that have prospects seeking them out. Because they stand for something meaningful. Something galvanizing. Something irresistible.

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Strategic innovationDan SalvaFebruary 14, 2018Brand
Everything I know about purpose I learned in kindergarten.*
Everything I know about purpose I learned in kindergarten.*

Purpose shares those same character-forming powers that we encountered in at the beginning of our learning adventure. Those were lessons that formed the successful people we are today. Imagine what it could help us and our organizations become in the days ahead.

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Strategic innovationDan SalvaFebruary 7, 2018Purpose
6 trillion reasons purpose is no longer optional (what the BlackRock letter is telling us)
6 trillion reasons purpose is no longer optional (what the BlackRock letter is telling us)

There is a new expectation. An expectation that purpose becomes part of our operating model. It's not a suggestion. It's the world's largest investor, BlackRock, telling us it is becoming a requirement.

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Strategic innovationDan SalvaJanuary 31, 2018BlackRock, Purpose
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