Aspiration vs Exaggeration

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 they couldn’t possibly live up to.

Brand Management

Brand Management

On May 13, 1931, Neil McElroy (P&G) proposed the modern concept of “branding”… and brand management was born.

Brand Theme

Brand Theme

Companys’ vision and mission statements often fail to capture the true nature of their core purpose, what makes them different, relevant and authentic. Successful brands understand that their core concept serves as a compass, guiding the organization, its partners and its consumers.

A Product is NOT a Brand

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!

Looking to unlock your brand’s true potential? It all starts with a conversation.

The branding dialog can never begin too soon. Whether you're facing a challenge or looking to seize a new opportunity, a little perspective may be just what you need to change from the former to the latter.


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