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. [...]

If you filled a conference room with the leadership of your company, handed everyone a piece of paper and asked them to write down your brand’s positioning, how many different answers would you get? How about if you [...]

A new year represents the chance for a fresh beginning. A time when you can take stock of your brand and commit to ways of making it stronger, more compelling and relevant. These objectives should always be at [...]

Social media leverages technology and provides us the means to communicate with each other like never before. In an instant we can share information with friends and family, or reach out to people we’ve never met before who [...]

We are bombarded with marketing messages every day. From the ad on the side of the bus that you were stuck next to in traffic to the flashing banner when you went to check the score of last [...]