Why designers make the best brand strategists.
If you’re inventing or transforming a brand, somewhere in the process you’ll be working with a Designer or Design Firm who will be tasked with bringing your “brand strategy” to life. Brand design is [...]
For start-up brands a trademark is tricky business.
Naming is the most important element of a brand’s value proposition. It’s the first perception by an audience about who the brand is and what the brand represents. From day one, a brand name [...]
Design experiences people love.
Brands are not things they’re emotional experiences. Creating these experiences, and the use value they offer customers, is the result of an integrated creative process of design. Everywhere you look in the marketplace there [...]
The art of brand storytelling is not copywriting.
In our social media era, marketing is no longer about persuasion and promotion, but connection and customer engagement–and nothing is more engaging to human beings than a compelling story. In a world of micro-segmentation [...]
The importance of graphic standards in building brand value.
Graphic Standards Manuals are a critically important management tool for brand owners to ensure their brand identity assets are correctly and consistently reproduced over all media channels. Developing graphic standards documents for managing brand [...]
The rapid commoditization of everything.
Eventually, every product or service will become a me-too commodity that competes on price alone. The pace of product and service innovation is now so accelerated that one can hardly determine who is first [...]
