We’ve all heard it before. A service provider proclaiming that they are much more than a vendor – they are a true partner. The concept of partnership, however, has eroded into a cliché and there are myriad reasons why. [...]

When responsible for leading a brand, you are faced with the choice of staying the course, evolving or rebranding entirely. The drivers behind this decision may be market driven, strategic, political or personal. Understanding the motivation to reinforce [...]

Beauty is in the eye of the beholder. What resonates with one person very well might not with another. We all have our own likes and dislikes. From favorite colors to the ways we choose to communicate with [...]

Companies that have products to market often have dedicated brand managers. It’s immediately recognized that products represent brand opportunities. As a result, product brands get cultivated and managed – sometimes through comprehensive and disciplined processes designed to maximize [...]

Your brand relies on careful stewardship. Research, workshops, strategy sessions all conducted to heighten clarity, differentiate meaningfully and inform decision making. It’s not only the necessary steps to understand your market opportunity, it can enable you to move [...]

Brands are more than a company, product or service. They are an experience. A moment in time that is set within the context of the marketplace. In effective brand communication, expectations are set and when audiences interact with [...]

How time is used prior to product launch often has enduring ramifications. Beyond the essential activities to prepare for market entry, opportunities abound for critical learning, relationship-building, focused education and establishing ownership. Each of these factors can bolster [...]

Could you imagine seeing a commercial for a breakfast cereal that you might like to try, and when you get to the market, nothing on the shelf seems to match what you saw in the ad? Packaging matters. [...]