the 90% rule

What is Branding and Rebranding?


Ken Tencer, CEO of Spyder Works Inc., a Toronto based marketing firm specializing in innovation and branding, as well as the co-author of The 90% Rule, was recently interviewed on Mind Your Own Business Radio with Debi Davis and Guest Co Host, Jim Bouchard, author of Think Like A Black Belt, on the topic of Rebranding.

Ken describes branding as the way in which you communicate with your customers. More than just a logo, branding is the process of understanding the thought process of your customer. Branding is not a static thing, it’s a daily process. As an everyday exercise, you must assess and reassess strategies on how to communicate with your target audience effectively.  More, branding and rebranding is the process of identifying and personifying your companies’ character and capturing that character and marketing it to your target audience.

Learn more about rebranding and branding in Ken’s radio interview.

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Ken Tencer to Present Win-novation Workshop at The 2012 World Innovation Conference


Ken Tencer, CEO of Spyder Works Inc. and co-author of the internationally recognized book, The 90% Rule, is pleased to be returning to the World Innovation Convention in Cannes, France, on November 28 to 30, 2012. Ken will be present as an innovation leader and workshop presenter.  He will deliver his workshop, World Innovation Conference, to Fortune 500 executives. The workshop is based on The 90% Rule, and will cover Ken’s methods of transforming the innovation process from scary, painful or expensive to profitable and successful.

The World Innovation Conference, on its third year in a row, will be held at a five-star retreat on the French Riviera. Innovation practitioners will converge for 3 days to share success stories and discuss groundbreaking models of internal and external innovation. The event will include outstanding speakers who will disclose high-value content, case studies offer a blueprint for using innovation to create mass collaboration and Interactive sessions that will allow industry-celebrated creative minds to share ideas and insights.

For more information about The World Innovation Conference please visit their Web site at

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Help Wanted: An Entrepreneurial Speaking Agent


After the launch of our first book, the 90% Rule, John and I interviewed a number of PR firms and specialists.  We went with Tom Martin because he didn’t give us an endless list of things that we needed to get done to succeed in media.  He read the book, liked it, and said he’d like to get us placed – and he has. Over the past two years, we have appeared in many national and international media outlets – print, radio and television.  During that time, we have also had the good fortune to begin to speak and deliver workshops Internationally.

With the launch of our second book on innovation, Cause a Disturbance, set for Q1 2013, it’s time to turn up the volume on the speaking opportunities. Working directly with us and/or as part of Tom’s team, we are looking for a well-connected, entrepreneurial speaking agent to do what Tom has done, get our voice heard.

Fit the bill? Speak up and let us know. Reach me at or Tom at

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