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      The Brand Value Framework

      The Brand Value Framework

        This is Essay 3 in the Brilliant series—which is the foundation for my forthcoming book “Brilliant” on how brands…

      Vision. Courage. Branding.

      Vision. Courage. Branding.

      Brands begin with a vision. Not a strategy or a plan. The leaders who have the courage to hold their…

      The IDEA Method

      The IDEA Method

      This essay addresses one of the most important decisions an organization can make: investing in a brand. It examines why…

      Beyond the Dust—

      Beyond the Dust—

      What happens when a brand strategist journeys alone to Burning Man—not just to observe, but to participate? This essay is…

      Culture & Stewardship

      Culture & Stewardship

        This essay is the fourth in a five-part series that forms the foundation of my upcoming book, Brilliant: The…

      Brand Naming

      Brand Naming

      Whether it’s your entire company or a new product, you don’t have a brand until you have a name. It’s…

      The Brilliance – Equity Loop

      The Brilliance – Equity Loop

      This essay is part of an ongoing series written as the foundation for my forthcoming book, Brilliant: The Art and…

      Fear & Branding in America

      Fear & Branding in America

      Fear is one of the most powerful motivators in human psychology, and in today’s digital age, it has become a…