Often, the very nature of a product and the general characteristics of the market it is targeting will color a brand’s p...
For each of your top three competitors, look for gaps between what they claim and what is actually true. Are they claimi...
On November 16, 2021
Customers buy brands, not companies. Brand names should almost always take priority over company names. When people disc...
On November 9, 2021
Authentic brand design is much bigger than product design or graphic design. Sure, product design and graphic design is ...
On October 12, 2021
As you build your brand, never lose sight of these Brand Persuasion Principles. They are critical to building a persuasi...
On September 28, 2021
Is there something unique about your manufacturing process, seasoning process, curing process, delivery process? Sometim...
On September 21, 2021
Authenticity emerges from your Authentic DNA code. Your DNA code is critical in defining the core of your business model...
On September 14, 2021
A brand must stand for something. And that something must be clear, to be perceived as authentic. What will you stand fo...
On September 7, 2021
The economy has shifted from a factory-based, production-driven, capability-driven model to a consumer-driven model that...
On August 31, 2021
The cost of a brand failure is high, often to the tune of millions—even billions—of dollars. New brands are hatched and ...
On August 24, 2021