Brands provoke us. They make us feel excited, inspired, powerful, hopeful. Brands work across the whole spectrum of emotions to engineer our reactions. They get us to engage, believe and…

Brands are influencing you. They make you think, make you smile, make you change your mind. They’re masterminds of emotional manipulation. Whether they make us laugh or cry, they keep…

Brands are selling more than just products and services. They’re selling us states of being. Brands create atmospheres through written and visual communication, playing on our hopes, dreams, and fears…

 Brands are always influencing us. They make us laugh. They make us cry. They tug at our heartstrings, light a spark in our minds. By playing on our emotions,…

  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…

What are the benefits of a brand? Branding a term that’s newly defined in terms of modern communications, and has become an essential element in generating revenues and building long-term…

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…

  With so many high-quality developments all within a click or swipe, real estate branding is the most reliable way to differentiate yourself from your competition. A well-built brand will…

The biggest companies in the world make their brands more attractive and understandable by using brand archetypes to inform their brand identity. Have you ever been instinctively drawn to a…