When you communicate your brand, do you challenge convention? Too often people choose the path that is most commonly traveled. It’s an understandable decision. It’s safer, more comfortable, sometimes most cost-effective and even faster. So why challenge convention? [...]

One of the most critical steps in building and growing brands is proactively seeking input. Identifying pertinent preferences, needs, behaviors and attitudes can help determine how best to differentiate your brand in a manner that it will be [...]

When it comes to brand building, perspective is paramount. The question is whose perspective. For better or worse we all view the world through the lens of our own likes and dislikes. The best brand builders, however, have [...]

Having a company, product or service does not immediately mean you have a brand. Having a name, logo and design standards may not mean much either. Too often, we like to believe we are [...]

Does the name of your company, technology, product or service have to hold meaning? What if you have the most innovative solution to a problem, does it really matter what you call it? The short answer is yes. [...]

How do you pronounce your brand? Not how do you say it. But how do you declare it? How does your brand get communicated? Often the first inclination is to push the brand into the market and attempt [...]