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 thinking much about brand building. For startup CEOs, brand building needs to be as [...]

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 requires and deserves full creative consideration and legal protection. Trademarks, which are the names or [...]

The gap between brand strategy and creative messaging.

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 [...]

The drivers of brand storytelling strategy.

Customers own the story of the brand now. What brands say is far less important than what brands actually do to serve the well being of the faithful. Whereas before, brand conversations were based on interruption, successful brand conversations are now participatory in ever more technology driven channels. Storytelling [...]

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 four decades consulting on brand development initiatives for global brands to baby startups alike, we’ve [...]