Perspective

I think it's necessary to turn our attention to something that is rarely discussed in brand development, especially in younger companies – the resistance to being seen. Differentiation is widely acknowledged as a key requirement of brand success. Indeed it is the core...

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...

I see so much confusion in the market about how to actually execute a brand. The entire concept seems to be more trouble than it could possibly be worth, and many marketers actually end up even more confused after trying to implement a brand strategy. Not a good...

It may come as a shock that the majority of businesses overlook the huge potential of visual imagery to provide a significant market advantage. The difficulty of empirical measurement causes many to shy away from embracing it, or even to dispute the effectiveness of...

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...

  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...