Shape perception, connect with customers & build loyalty

Repellent nature

It's often easier to begin with what you definitely don't want. Every block of stone has a statue inside it, and it is the task of the sculptor to discover it. Michelangeo Many businesses are tightly focused on attracting customers from any direction. Strategies based...
The surface of brand cosmetics

The surface of brand cosmetics

The most effective brands are designed to perform. They are optimized to gain their audience's attention, stand out from their competition, deliver a compelling reason to engage, and cultivate customer loyalty. Too often these goals are approached by touting superior...

Your true competition

Your true competition

  There is a lot of focus on the customer persona, the target audience, the avatar. And while this is important, I don't see much attention being paid to the competition. In a world of noise, what gets noticed is the different. And being different depends on a...

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The Brandbase™ Scorecard is a concept and tool I have been using with brands of all sizes since 1995. Organizations have found it to be the single most important tool in setting strategic brand goals. 

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