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.

Branding and Multipliers

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.

Brand Rivalry

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 can add to an existing identity.

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.

Brand Values

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.

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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