Is the anti-branding movement alive?
It’s been nearly 15 years since the first publication of Canadian author Naomi Klein’s book “No Logo” (1999). To many, it's been considered the genesis of the alter-globalization and anti-branding movement. But the world [...]
The impact of corporate identity change on employees.
Before you communicate the value of a corporate identity change to the customer, employees must first be all on the same page in order for them to bring that value to life. When organizations [...]
Brand development starts with introspection.
In many organizations faced with a brand development initiative, or rebranding, the focus and management of such efforts often reside within marketing. Brand development is not marketing. Brand development is soul work. In nearly [...]
What’s in a name?
Naming is a strategic discipline of creating the most appropriate word or words that identify a company, product or service. Creating a memorable name, one that has legs with an audience, and one you [...]
