The Do-Say Ratio

(Reading Time: 4 minutes)

“What you do speaks so loud I cannot hear what you say.”

So said Ralph Waldo Emerson back in the 19th century. Could it be that ol’ Ralph had something to offer the modern-day brand-builder?

Two Brand “Buckets”

I submit that every brand has two conceptual “buckets” – a Say bucket and a Do bucket. Every marketing and branding decision, plus a number of operational, managerial and cultural choices, fall into one of these two buckets. Continue reading “The Do-Say Ratio”