“If you know the enemy and know yourself, you need not fear the result of a hundred battles. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself, you will succumb in every battle.”

-Sun Tzu’s Art of War

Bright Box is a branding organization dedicated to anything that helps reinforce and strengthen your connection with a brand. Whether you need your site rearranged or your lobby turned upside down, we’re here to help.

We can even help with management. In the past, we have had clients come to us with managerial issues regarding both internal and external problems with their companies. Much of the time, we can set up a system that helps straighten out any issues, all because of one little secret:

Knowledge is power.

With the right intelligence, an informed boss can make decisions that never would have been options in the first place. Knowing the business landscape both inside and outside the company is no longer an advantage but a requirement.

Over the last twenty years, supposedly ignorant bosses at companies such as Enron have faced trouble in both the courtroom and the public eye. Coupled with the decline in some major economic factors, these bosses have been punished greatly for lacking knowledge of their own companies.

Meanwhile, companies and bosses with good knowledge of their surroundings have survived and thrived in spite of the bad economy.

When it comes to tactical considerations, try to be aware of the emotions and psychology of at least the following segments of the public:

#1 YOU

You are your first audience. You cannot succeed doing things you don’t like. Your effectiveness is less when you are hungry, angry, lonely or tired. You are human. You are your first person to prioritize. You take care of you and every other person who depends on you. You are the brain and nervous system of everything you manage.

When something appears to be bothering you, find it and see if you can fix it before your other business problems.


Your employees are your company’s backbone. Along with your brand, these warriors are out their working harder than anything for you. If they’re not, you need to know why. Your workers, like you, are human. They make mistakes and encounter bad luck. Whether your stock boy is taking naps in the storage room or your secretary is burnt out, you ought to know about it.


Your market is your only chance to truly exist. Without your consumers, there is no money and there is probably no brand. Actually, the problem goes beyond money. If you blog about a specialized topic, your brand may principally be known as a medium rather than a business. You will still need readers. You still have to know who you are dealing with.


Your competitors are probably out to get your money, and it’s your job to protect it against their advances. Most markets try to avoid business to business advertisement bloodshed because it runs the risk of a market contraction, but you can’t depend on external forces to save your company from possible trouble. If you’re lucky, your businesses can help one another. When a Coca Cola is not available, Pepsis usually become the soda of choice. Coca Cola may have created the market, but it also paved the way for Pepsi to move in.

Know what your competitors are doing so you can plan accordingly.


These categories of people are salient rather than fixed. Knowing the nature of your potential audiences will tell you who is likely to become relevant to your organization in the near future. Your company may face regulations or accidentally pick up an unexpected consumer base rather than the one originally targeted. If you have good intelligence on what has happened, your business will become an advanced, adaptable, well-oiled machine.