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Authentic Brands Are Holistic Brands

Holism is the theory that living matter or reality is made up of organic or unified wholes that are greater than the sim...

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Thinking Like the Customer

Our brains are incredibly plastic. In each of us, one hemisphere is naturally dominant, but experience and deliberate br...

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Why Brand Matters

Once a brand becomes a liability, it has no value, no market, and no future. Take a look at some of the ways brand asset...

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In Pursuit of Authencity

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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Brand Authenticity – It’s Not Just a Phrase

As Malcolm Gladwell so eloquently points out in his 2004 book, The Tipping Point: Look at the world around you. It may s...

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Product Personality-What Does Yours Say About Your Brand?

Often, the very nature of a product and the general characteristics of the market it is targeting will color a brand’s p...

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Does Perception Align With Reality?

For each of your top three competitors, look for gaps between what they claim and what is actually true. Are they claimi...

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Brand Architecture Guidelines

Customers buy brands, not companies. Brand names should almost always take priority over company names. When people disc...

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The Design Revolution

Authentic brand design is much bigger than product design or graphic design. Sure, product design and graphic design is ...

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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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