The view into the past is clear and certain. The view into the future is far murkier. However, there’s a lot that the past can tell us about the future.
Building a strong brand means managing consumers' expectations, honestly and consistently. However, all too many try to be something they’re not, only to disappoint consumers with outlandish claims th...
Could you recognize the unique smell of Crayola, or Play-Doh? From automobiles and airlines to hotels and consumer products, scent is being used to engage and persuade consumers. It rounds out the typ...
Most companies see brand building as a process of addition, where every touch point adds to the overall experience. Yet, branding is not based on the process of addition. It’s based on multiplication....
The human brain organizes much of our experience, knowledge and thinking into stories. As we all know, rivalry makes for a great story; leveraging exclusionary positioning and providing an antagonist ...
Vision and mission statements often fail to capture the true nature of a company’s core purpose, what makes them different, relevant and authentic. Successful brands understand that their core concept...
Language carries meaning that transcends a word's literal definition with associative connotation. This makes the process of developing brand names more than just a question of linguistics.
The days of advertising led brands are dead. A shift from monologue to dialogue has occurred. No longer can a company say one thing and do another. People want brands they can trust.
Many companies fail to achieve their branding goals because they mistake their brand for their product, service or technology. Simply put, a brand is none of these!
The gap between strategy and identity is the central challenge most organizations face when defining and articulating the complexity of their brand with simplicity.
