Brand Disposition, Inc.

07/12/2023

Six years later, in an industry that's known for change, I stand by this 100%:

If you are focusing on a brand's "position" you are playing checkers at a chess tournament. “Corporations are people, my friend.

02/01/2023

Brand Disposition, Inc. (www.BrandDisposition.com) can now add "Tribes" to its list of client-types, a list that includes private companies, public companies, lobbyists and governments (foreign and domestic).

Ed Castillo offers Freelance Brand Strategy Consulting via Brand Disposition, Inc. - a world-class, award-winning, strategy consultancy offering Brand Innovation, Brand Belief and Brand Conviction identification, and Brand Stewardship.

04/28/2020

Jonathan Ashton and I will be speaking with Kison Patel, CEO of DealRoom about brand integrity and M&A activity this Thursday, 1p EST. Please join us...

Webinar details - April 30th at 1:00 PM EST, register link -> https://lnkd.in/gZ3iiQ8

Throughout the decades, we've seen once top-dog brands fall to the wayside because of M&A. In this discussion, Kison questions two industry professionals on why this phenomenon occurs. Featured speakers include Jonathan Ashton, and Ed Castillo.

04/01/2020

Today is the two-year anniversary of .

Just as we achieved our first audacious goal - graciously to turn projects down due to over-subscription - the economy halts.

My best to all small (and minuscule) business owners; may the new "normal" that emerges this summer recognize our efficiency, our commitment, and our indispensability.

12/19/2019

Proud to have led this effort in close collaboration with Hunter & Klonk. Together we provided a full-service strategic and creative solution from pitching, to strategy planning, to media planning/buying, to content creation and production/posting/measurement, resulting in engagement with over 50% of all posts at an average CPE of $0.01

09/10/2019

Just learned that is two for two when partnering with agencies on pitches.

More when public...

09/06/2019

as hard-fought words on a complicated page of "architecture" hanging on cubicle walls.

or

as what your organization actually does in the world (viz., who it partners with, the purpose it [actually] serves, how it shows up, when it shows up, how it answers the phone, how it recruits and trains talent, etc.).

The choice is yours.

08/26/2019

Working with entrepreneurs who are product savants (but not experienced marketers) requires thinking about brand strategy in counterintuitive ways.

A helpful metaphor may be a fan's relationship with music. The performances and recordings are the product, but going to shows and listening to tracks isn't really "engagement", on my view.

Reading interviews and seeking other 'Behind the Music'-like content - this is engagement in the marketing sense.

I can appreciate your music without knowing or caring about you, but once I do - and therefore look to enrich my understanding/image/sense of you - I have moved from consumption to "engagement".

Identifying a is a critical step in building a public posture that is worthy of engagement.

07/16/2019

Does your brand strategy come from the center of your organization, or is it tacked on? It 'comes from the center' when it guides internal culture, talent acquisition, customer service codes, etc.

If it comes from the center it will always be valuable (an investment). If it is tacked on, it will almost always be wasteful (an expense).

Let me help you brand from the center.

03/11/2019

Brand Disposition, Inc. is proud to have partnered with on this https://www.adweek.com/agencyspy/boys-girls-clubs-of-america-appoints-dagger-as-creative-agency-of-record/154130

CPB was its most recent AOR.

01/25/2019

Happy Friday everyone. I'm happy to report that Brand Disposition, Inc. (BDI) has just landed its first AOR relationship in collaboration with an agency partner (damn it feels good to win again...details forthcoming when public).

My roster is growing, but there's room for more. Please reach out to discuss how your brand can leapfrog its rational, static, outdated position to find its modern, dynamic, relevant DISPOSITION.