On a recent Israel Scaventure Blogger Hunt, I was reminded of a fascinating episode in the history of Jerusalem. At the beginning of the twentieth century, the entire Jewish community of Jerusalem resided within the Old City walls. Overcrowding and lack of hygiene was a serious problem, so philanthropist Sir Moses Montefiore proposed building a new neighborhood outside the walls. When the community balked due to security concerns, Montefiore did not give up. He built the neighborhood, named it Mishkenot Shaananim (Homes of Peace), closed it off with gates and provided free rent to all families. The neighborhood was soon populated, and despite the very real security problems, it survived and flourished. Today, the area is one of the most picturesque – and safest – neighborhoods in the city.
Stepping out of your comfort zone is scary, just as… Continue reading
Yesterday’s Temech Conference afforded the opportunity to hear two very smart women share their insights about branding for a business or organization.
Jamie Geller began the morning by telling her personal story and explaining how her story is part of her brand. As she says, “No one can be you but you.” A brand is something that customers can believe in, so logos, taglines, web presence etc. should all connect to your audience’s emotions. Your voice and your mission are what distinguish you from the competition. Combine that with a clear statement of what problem you solve with your service or product, and you have a successful brand.
Jamie emphasized the “three golden circles” – why, how and what. Ordinary brands focus on the “what” – the product or service itself. Extraordinary brands are more concerned with “why,” then the… Continue reading