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 thinking much about brand building. For startup CEOs, brand building needs to be as [...]
Managing the translation of brand strategy to creative messaging is a delicate process of enabling the polarized thinking archetypes of the engineer, economist, and artist to form a singular voice. Seemingly the intersection of brand strategy and creative messaging is an area where many marketers struggle. Developing a brand [...]
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 four decades consulting on brand development initiatives for global brands to baby startups alike, we’ve [...]
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 can build equity in over time is a tough challenge indeed. Anyone who has ever [...]
