Sametz Blackstone Associates: seventeen people and three dogs in an 1850s six-floor brownstone* on Blackstone Square—helping evolving organizations better navigate change by crafting their own mosaic brands.

But what does that mean?

Well, the world has changed.. and it will continue to. The work we do isn’t about creating one-way, company-to-customer impressions anymore—if it ever was.

Sure, you still project your desired identity and messages into the marketplace. But now customers and commentators put their experiences and expectations there, too. It all works together to create what we’ve come to agree is a “brand.”

In today’s multi-modal, tweeting, status-updating, selfie-posting world, your challenge is to build a brand that is compelling and cohesive at an institutional level and meaningful to different people, differently.

How? By making the most of those communications you can control—and by influencing, and providing context for those you can’t.

If you create and arrange a mosaic of ideas, both organization- and crowd-generated, with each tile carefully positioned relative to one another to form a brand mural, you’ll end up with something people can both understand and believe in—and, importantly, care enough about to tell their friends about.

That’s what we’re up to, and that’s what we’re talking about. And we’d very much like you to be part of the conversation. So join in!

*with ample stashes of cookies.. but no elevator.

‘Round the Square by Sametz Blackstone Associate is licensed under a Creative Commons Attribution-Noncommercial 3.0 United States License.