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Build by These Brand Persuasions

As you build your brand, never lose sight of these Brand Persuasion Principles. They are critical to building a persuasi...

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Using Your Process for Brand Positioning

Is there something unique about your manufacturing process, seasoning process, curing process, delivery process? Sometim...

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Core Business Strategy and Core Brand Strategy

Authenticity emerges from your Authentic DNA code. Your DNA code is critical in defining the core of your business model...

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What Does Your Brand Stand For?

A brand must stand for something. And that something must be clear, to be perceived as authentic. What will you stand fo...

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Marketing in the New Economy

The economy has shifted from a factory-based, production-driven, capability-driven model to a consumer-driven model that...

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The Modern Brand: Building to Compete

The cost of a brand failure is high, often to the tune of millions—even billions—of dollars. New brands are hatched and ...

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What Inspires Your Business?

It is not enough to simply document that a thing works or how it works. You must find out why it works. Most revolutiona...

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Thin Slices: Making Sense of Complex Situations

Psychologists use the phrase “thin slicing” to describe the human ability to analyze and make sense of complex situation...

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Customer Intuition and the Snap Judgement

How quickly does a customer make a buying decision? More often than not, much quicker than we imagine, even for expensiv...

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How We Make Decisions: Emotion, Intuition and Brand Strategy

The customer’s emotional experience is the most important component of the brand experience, and part of a larger symmet...

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