Perspective

There is no shortage of opinions out there about what a brand is, or how it works. It's overwhelming. From the overly-simplistic "logo and colours" approach of inexperienced designers, to the bloated, strategy-heavy scholarly methods that suck the life out of projects...

After decades in the brand design business, I've seen one big problem, repeatedly. Once the shiny new strategy has been launched into the market, and the agency leaves, brands quickly deteriorate and degrade. I've noticed this in almost every market, and with the...

If there's something I've learned after 30+ years as a brand design professional, it's this: "Simply communicate your relevant and unique offer." Sounds easy, right? Let's have a closer look. There are 3 major components to this, and if you don't nail each one, I can...

There's been some understandable debate recently on whether it's ethical to be selling in a time of global crisis. On the one hand, people are anxious and distracted. Many need care, emotionally or physically. Any focus on economics seems almost mercenary....

Something the current crisis is revealing is the opportunities brands have to demonstrate their commitment to their purpose and their communities. Leaders who understand this are in some cases entirely pivoting their business to supply much-needed resources such as...

Many brands are scrambling right now to deal with physical restrictions and fast-dwindling customers and revenue. One possible direction might be to investigate pivoting to online branding, either selling directly online or looking for new online revenue streams. Here...