In our emotionally driven marketplace, consumers respond to brand cultures that are committed to contributing to society...
The cost of brand failure is high, often to the tune of millions—even billions—of dollars. Brands can fail for many reas...
On November 22, 2016
Anything can be differentiated. Part of the trick is to create your difference, and use that difference to drive your be...
On September 26, 2016
In today’s marketplace, me-tooism is the predominant competitive force. Sad but true. Most companies imitate, in h...
On September 14, 2016
You want your brand name to be known, respected and trusted by your prospects. You want them to hear the name and associ...
On August 2, 2016
An authentic brand experience is a sensory experience. Ninety percent of our sensory experiences are visual. But authent...
On August 1, 2016