There's obvious appeal in selecting a descriptive, generic brand name. But when you do, the…
Blog
03/28/2022
MARKET DEMAND: Ignite Customer Appeal
Great branding starts with a deep understanding of your customer concerns. The number one reason brands fail is
01/25/2021
CUSTOMER INSIGHTS: Know Your Customer
Understanding what truly inspires your customers should drive your business. It’s within these understandings that you’ll find the
07/17/2015
BRAND MARKETING: Define your role & responsibility
A recent Harvard Business Review article thoughtfully outlined the differences among three types of CMO (Chief Marketing Officer).
06/12/2015
BRAND COURAGE: Soar to market success
Two nearly full-grown eaglets, preparing to fledge from their enormous nest, tempt my attention daily. They live 75
07/28/2012
BRAND PROMISE: Define your impact
A client recently asked for feedback on language for their new service offering. One of their proposed headlines
04/11/2011
BRAND FUTURES: Create shared value & meaning
People buy relevance. They buy relevant things from brands they trust. And effective branding helps people curate relevance.