DW's Blog

Soul of the Brand

by DW Green — November 6, 2018

When we develop Brand Foundations for clients, we begin our work, with what we refer to as the “Soul of the Brand”.  Or the meaning of the brand. Over the years, we’ve experienced some apprehension for using the word soul to describe the unique meaning of a business. Like a person, the soul of a business is actually the essence of who the business is. The soul is then seen and experienced as the company becomes that essence. It’s Doing business activities grounded in Being.

Read More – The Uncomfort Zone

May those who work for you know You see and respect them

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by DW Green — October 31, 2018

I’m perfectly imperfect! We’re all perfectly imperfect! Not being a perfectionist is something I like about myself.  You may be thinking – how in the world is that a quality you admire? Well, it’s simple, I don’t think you have to be perfect to still be pretty darn good at whatever you put your mind to. 

May those who work for you know you see and respect them

There are great benefits to being a perfectionist. It pushes you to be better and do better than you would otherwise. You pay more attention to detail, have a more organized lifestyle and your boss probably thinks you’re phenomenal. These are all wonderful and we should all strive to do better.  The flip side (because there’s always a flip side): Perfectionism can often become a painful awareness of your imperfectness. It’s unrealistic to believe you will not fail at something, so why set yourself up for possible depression or anxiety when the inevitable eventually happens? Is your perfectionism holding you back from taking risks, voicing your opinion, and living your truth? Is your fear of being wrong standing in the way of your opportunity to rise? Making mistakes is a good thing! Repeating the same mistake, not so good!

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by DW Green — October 24, 2018

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Ego gets attention but modesty gets results.

Humility is our third core value. I read the following article in a recent Harvard Business Review. Written by Bill Taylor, the article is entitled If Humility Is So Important, Why Are Leaders So Arrogant? Interesting.A recent management column in the Wall Street Journal appeared under the appealing headline, “The Best Bosses Are Humble Bosses.” The article reported that humble leaders “inspire close teamwork, rapid learning and high performance in their teams.” It even reported that one HR consulting firm is planning to introduce an assessment to identify personality traits that include “sincerity, modesty, fairness, truthfulness, and unpretentiousness,” inspired in part by what two psychology professors call the H Factor (“a combination of honesty and humility.”)This celebration of humility sounds great, and it is, but it flies in the face of daily headlines in the Journal and the realities of our business and political cultures. Exactly no one would use the...
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If A Tree Falls In The Forest

by DW Green — October 17, 2018

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You hear with your brain.

Sound is vibration. The strum of a guitar string. The crack of the bat. The wave pounding the breach. The sonic boom in the sky.Sound waves enter your ear and go through your ear canal to the eardrum. The waves make your ear drum vibrate and the vibrations are sent to three tiny bones. These bones are named the malleus, incus and stapes. The bones amplify the sound and send vibrations to the cochlea, which looks like a snail. It is filled with fluid. The vibrations cause the fluid to ripple. This causes hair cells in the cochlea to move. Chemicals then rush into the cells, creating an electric signal. The signal is sent by the auditory nerve to the brain and the brain turns the signal into the sounds you hear. The entire process is electrical and chemical. You “hear” with your brain. Almost everyone has heard the question, “If a tree falls in the forest and no one is there to hear it does it make a sound?” From what you just learned the answer should be obvious. Do you know what it is? The answer is… NO! If a tree falls in the forest it produces sound waves but if there is no ear and brain to receive and interpret the waves there can be no sound. We can say if there is nothing conscious around, the...
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To Theme or Not To Theme, That is The Question

by DW Green — October 10, 2018

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Let’s crock and roll!!

I have always been a proponent of using themes for the cover page of weekly ads.In my view, the purpose of the weekly ad is to attract new ad readers and new customers to the store. The purpose of attracting new customers is an important distinction, since most consumers who read weekly ads tend to read only those of their primary food store.Theme cover pages lend themselves to strong, compelling headlines and storytelling, two important factors for attracting new ad readers and new customers. Additionally, theme ads differentiate retailers print advertising from competitors, create complementary product sales and provide in-store merchandising opportunities. Conventional wisdom suggest otherwise. Many national and regional retailers take the “laundry list” approach to cover page ads. This modus operandi involves featuring a dozen or so items, normally one item from each store department, presented in a value hierarchy from the top to the bottom of the page. This strategy may help with a value perception but it rarely helps differentiate the store or attract a new reader or new shopper unless the price of the feature item is considerably less than the competition. In Phoenix, where I live, the loca...
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by DW Green — October 3, 2018

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“The number-one job for a designer is to make things easy to read.”

We teach our designers that the most important element of their design work is “readability”. Whether they’re working on an ad or a sign, a poster or a web page, if the design impedes readability it’s an ineffective design. Consumers must be able to clearly read the message for the message to have impact. This includes choice of type fonts, type size, boarders, and pictures. A busy ad reduces the number of prospective readers. Clean, simple, and easy to read reflecting the brand personality is our design mantra.I read the following by Roger Black in a Type Network email last week. Roger Black is synonymous with the modern magazine. He has designed or redesigned Rolling Stone, The New York Times Magazine, Newsweek, McCall’s, The New Republic, Fast Company, Reader’s Digest, Foreign Affairs, Advertising Age, Esquire, and now the National Enquirer (to name just a brief sampling). “I think the number-one job for a designer is to make things easy to read. And give some sense of pleasure about it.There is a relationship between reader ...
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by DW Green — September 26, 2018

I was cleaning my desk, which I don’t do very often. I found some papers that were several years old! One paper was from, the title was Mastery and Ego Motivational Orientations. Once again sports mirrors everyday life. Motivational Orientation
Rewards for playing i.e. attention, awards, recognition from others.Awards are secondary to learning and improvement.
Judge yourself against others.Standards are self-imposed and self-judged.
Making money, proving to others.Motivation to improvement is an internal drive, not external awards.
Obstacles are viewed as threats to be avoided (not ...
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Flash Sales

by DW Green — September 19, 2018

Flash Sale Example

Get ‘em in and keep ‘em coming back!

Many food retailers are running digital “flash” sales. A digital “flash” sale is a single item featured at or below cost for 24 hours. The offer is distributed through an email blast to customers who have signed up to receive special offers from your store. The cost of email marketing is minimal, and the markdown is limited to your subscriber list and the length of the sale (24 hours).Fresh produce, meat, seafood and deli items (salad bar, chicken bucket, deli salads and sandwiches) are excellent one-day sale items. Wine or high velocity grocery items like bottled water or ice cream work well too. Consider adding a flash sale once or twice a month to your promotional plan. These sales work great for generating traffic. Get ‘em in and keep ‘em coming back! 


Read More – Can You Relate?

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The Only Constant In Life Is Change

by DW Green — September 12, 2018

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“When you are through changing, you are through.”

Everything, everywhere is in a constant flux of change. I like this quote from Bruce Barton, author, advertising executive and politician, When you are through changing, you are through.”Way back in 1970, I read Future Shock, a great book by Alvin Toffler. Future Shock was about change, and the affect that the accelerated rate of technological and social change had on society. From a historic perspective the speed of change from the beginning of the industrial revolution in the 18th century to the “super-industrial society” of the 1970’s was mind-boggling and it has only intensified thousands-fold since then.The supermarket business too has gone through radical changes and its rapid transformation continues.  Remember only you can control your reaction to changes in your business. Everyone filters information through his or her personal background, wants, needs, fears, hopes, prejudices and beliefs. The result is often the development of urban “myths” about change. Let’s explore some of those myths—and the reality of business.Myth: This will go away.
Reality: Change
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High Energy

by DW Green — September 5, 2018

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“You get back what you put out into the world.”

I think we all have a personal code of conduct, of ethics, of values that provide guidance in our daily behavior. Sometimes, for whatever reason, that code is missing or asleep or ignored. Problems arise when we knowingly make choices that conflict with our values. I’m committed to love, compassion, forgiveness, humility and acceptance. And yet, my choices at times, conflict with those values. It’s disheartening when that happens. It’s important for me to be mindful and aware of my values BEFORE I act so that my actions are based on those values. Easier said than done.In my wacko way of thinking this quote ties in nicely. “You get back what you put out into the world. Thus, what you’ve attracted to you is what you have to give away to others. Low energy attracts low energy. Some of the low energy thoughts are anger, hate, shame, guilt, and fear. Not only do they weaken you, but they attract more of the same! By changing your inner thoughts to the higher frequencies of love, harmony, kindness, peace, and joy, you’ll attract more of the same, and you’ll have those higher energies to give away. These higher and faster frequencies that empower you will automatically nullify an...
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