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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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Brand Assets in an Authentic Brand

Take a look at some of the ways brand assets become financial assets… • An authentic brand is the most efficient path to...

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In Pursuit of Authenticity

Once upon a time, way back in the 20th century, we tended to favor the mass marketing approach. We threw a lot of mud at...

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The 3 Cs of Copywriting

Contrast: Benefits must be communicated, and well. The value of your product or service must be emphasized. Benefits can...

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Extending the Brand Identity Across All Touchpoints

Touchpoints are contact points, lead generators, greeters, and the primary drivers of brand equity and brand value. Thou...

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Authentic Execution and the Business of Brand

An authentic brand strategy without thoughtful, purposeful execution is worthless. Without good execution, a plan is jus...

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Intuitive Web Design

Your website is a critical touchpoint. It is a 24/7 location—always open for business–that customers can vis...

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The Secret to Brand Crisis Management

The secret to brand crisis management is no different from the secret to successful brand-building: Be Authentic. Here a...

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Brand Crisis Management

Combatting negative publicity is perhaps the most difficult brand management task of all. There is no stronger test of a...

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