Last month’s essay introduced the Brand Feel Wheel. It’s an easy way to understand how brands turn offerings into feelings to create lasting impressions and inspire action. After decades…
Brands are influencing you. They’re consistently making appeals to your emotions using subconscious suggestions. It could be considered coercion, but in reality it’s a win-win for both the brand…
We’re always making judgements. It’s how we get through a world of infinite choices. We pick what looks better, safer, smarter, happier, or whatever we’re seeking. We base our…
> The New Hacking Hacking has taken on new meaning in the 21st century. Previously considered an offensive move, hacking has come to be understood as a creative act. Take…
>The double edged sword of freedom. Harper’s Magazine, the oldest general-interest monthly in America, explores the issues that drive our national conversation through long-form narrative journalism and essays. In July…
Brands are facing new challenges. The rules have changed and it’s time to pivot. The great pandemic of 2020 is a wake-up call. From politics to perceptions, it’s touched everyone…
>Is your brand ready for the changes ahead? Great brands evoke an emotional response when people encounter the product, service or company they represent. Branding is the practice of…
As things get better, there’s more to lose. We finally reached the end of the 2020 campaign season. It’s branded as the most important election of our lifetimes. The…
Star Spangled Branding The explosive momentum of the Internet has created a perfect environment for quickly spreading images and ideas to the public. Anyone can craft professional visuals. The barriers…
Brands are everywhere, influencing your behaviors by manipulating your emotions. That’s been the case for decades. But rapid evolution of new communications has dramatically increased the frequency of messages. Broadcasting…
My tendency is common among business owners. To ensure consistently high quality, I scrutinize the smallest detail. The thinking process is common sense– prevent potential problems by personally supervising every…
You don’t want to get Covid-19, but you certainly want your brand to spread like a coronavirus —without deadly consequences, of course. In terms of branding, “viral” spread refers…
What makes people loyal to brands? Finding a way into the hearts of your customer isn’t a scientific process. But there are some branding best-practices that make an emotional appeal,…
