Perspective

Everyone Needs a Point Of View

It’s totally degrading!

It’s totally degrading!

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...

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How to sell dog food

How to sell dog food

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...

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How to brand in a crisis

How to brand in a crisis

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....

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Brands don’t have to sell, to sell

Brands don’t have to sell, to sell

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...

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Taking your brand online

Taking your brand online

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...

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In Search of Lost Time

In Search of Lost Time

Over 100 years ago, Marcel Proust wrote a defining novel that shook his society to the core. In many generations there comes a happening of such an unprecedented impact that everyone is forced to take notice. This could be considered an accident of time, or simply a...

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The Client Value Scorecard is a concept and tool I have been using since 1995. Designers find it to be the single most important tool in assessing client value and allocating attention and resources.

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