Brands live in the mind
Brands are not things; rather brands are a representation of a highly valued idea that resides in the minds of customers and stakeholders. A brand strategy's success or failure depends on how well brand owners [...]
Building new brands on a strong foundation
Ask any architect and they will tell you the most important aspect of design is not the structure but its foundation. If you’re going to create a brand that endures, you’ll have to build [...]
Brand transformation is a scary process.
What holds brands back from innovation and market leadership is the same element that holds people back: FEAR! As a species, we humans fear change. We can’t help our natural inclination for safety and [...]
Brand strategy for startups.
A startup business faces many difficult challenges getting off the ground. For many early stage CEO’s assessing their priorities, product development and the seed money to grow are their primary concerns. Few if any [...]
Are you a strategic thinker?
Are you a strategic thinker? We spend most of our time consulting with clients on brand strategy–helping them to see useful patterns across the competitive landscape where everyone else sees complexity. It's our experience, most [...]
How emerging brands build magnetic brand stories.
For emerging next generation brands, there’s never been more opportunity to leverage the magnetic power of their brand story–if only they knew how. It seems everyone in the marketing business has locked on to [...]
