Parable refocusing on core strengths.

3.20.13. by Tim Freeman

Late last year, I began to evaluate Parable’s position in the market. While this is fairly normal for any business as they wrap up a year, the process for me and everyone at Parable was an especially important and somewhat sobering one. While we have had some success, and done what we feel are some interesting things, I ultimately came to the conclusion that as a business we have failed to realize the goal of being the business and brand that we want to, and can be.

Parable’s core competency has always been our knowledge of the brand development process, and educating our clients (and anyone who will listen) on how that process works. Turning that into business success has been challenging, and the simple answer to the question “why?” is because we failed to focus on that core competency. That’s all about to change.

In the next few months, we’re going to begin the process of refocusing on who we want to be as a brand, and how we can best serve our clients. Below, I’ve outlined a few of the things you can expect to see from Parable.

WORKSHOPS + CORPORATE TRAINING

This is our core strength: education. Our recent BRAND/NOW 2013 conference was a confirmation of this. The feedback we received was tremendous and served to further encourage us.

Brands are an invaluable tool for all businesses, but many simply don’t fully understand brands, or have the capacity to execute the brand they have envisioned. Parable’s primary mission will be to provide the tools and knowledge necessary to show the way. Our corporate training and workshops will be available to larger businesses individually and small businesses in a group format that we intend to hold monthly. These programs are already in development, and we are moving rapidly forward to make them available in the coming weeks. We are anticipating an April launch. Look for more details on this program soon.

LIFESTYLE + BROADCAST

This summer, Parable will take to the airwaves to continue our efforts to educate, inform and empower businesses with the information they need to realize their brands vision. Through live broadcasts and podcasts, Parable Radio will be a go-to resource for the latest information and insight into the universe of brands in an educational and entertaining format. We will also use Parable Radio as a window into our own brand.

NEW WEBSITE

In the next few weeks, we’ll launch a new website, with a new focus on well, our new focus.

CAUSE+EFFECT + BRAND/NOW

Both of these events will become a central component of our brand. While CAUSE+EFFECT will continue to serve the non-profit community, we hope to develop BRAND/NOW into a regional, weekend-long event attracting visitors and guests from surrounding communities. CAUSE+EFFECT will be held each fall, and BRAND/NOW will be held each spring.

MORE PARTNERSHIP, LESS COMPETITION

We are fortunate to work in a business that’s driven by inspiration. Much of that inspiration comes from outside of our own walls. We are surrounded by an incredibly diverse and talented community of professionals, experts, designers, developers, artists and consultants, and we want to identify opportunities to work with those individuals and organizations and develop partnerships with them that are mutually beneficial.

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These efforts are not so much a ‘reset’ for Parable as they are a ‘refocus’ on what we’re really good at, what we care about most, and how we can provide the most value. I’m excited about this process and I’m looking forward to watching our new vision come to life.

If you’re interested in learning more about our new focus, get in touch. We’re going to have a lot of fun.