Perspective

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...

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...

I've shared this elsewhere, but it's important – is there a brand out there that isn't linked to integrity in some way? Now is the opportunity to showcase that attribute. When the chips are down (as they certainly are), brands that respond with congruity when and...