Are you always thinking about your brand? Here’s what we’ve been thinking about.

  • The New Normal
    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.
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  • Aspiration vs Exaggeration
    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...
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  • Brand Scents
    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...
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  • Brand Management
    On May 13, 1931, Neil McElroy (P&G) proposed the modern concept of “branding”… and brand management was born.
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  • Branding and Multipliers
    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....
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  • Brand Rivalry
    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 ...
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  • Brand Theme
    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...
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  • Sound Symbolism
    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.
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  • Brand Values
    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.
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  • A Product is NOT a Brand
    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!
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  • Brand Rituals
    Transforming otherwise identical offerings into an experience, ritual can add a unique benefit by offering non-feature differentiation.
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  • Branding Inside Out
    The gap between strategy and identity is the central challenge most organizations face when defining and articulating the complexity of their brand with simplicity.
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