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…

I’ve worked in dozens of creative industries for several decades. It’s involved presenting a lot of creative work, followed by discussions with clients and stakeholders to get their feedback. They…

  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…

  Sometimes brands die. It can result from a number of causes— accidental, poor care, infection, senility. Like people, brands have a lifespan. Although we might try to fight to…

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,…

  Branding impacts more than sales and marketing initiatives. It is also a powerful influence on a company’s internal culture, and can dramatically impact how your employees think and behave.…

  There are two schools of thought behind this. One is that organizations tactically recruit unified types of people. The other is that organizations strategically create certain types of culture.…

  Your brand is much more than your logo. Branding combines psychology, logic and creativity that appeals to the intelligence of a targeted audience. The result is a predictable emotional…

    Archetypes are concepts we use in crafting powerful brands. They help ensure the brand is ”felt” without explanation. This provides a path for simple, bold communication. Archetypes are…