Branding

Everyone seems to call the short-form description of a brand by different names; brand DNA, big idea, brand essence or shout from the mountain. I keep it simple by calling it the organizing brand idea...

Brand positioning is the strategic discipline of defining what a brand means, who it matters to, and why it exists in the market, ultimately shaping its market position. It shapes how customers percei...

When determining brand positioning, a typical step is narrowing the brand’s focus. What is the one thing our brand stands for? This focus helps align marketing efforts and build consistent brand ident...

I hesitated at first. Not because I didn’t believe in the tech—but because I wasn’t sure I wanted to build my brand around it. Was generative AI just another hype wave? Another metaverse? Another NFT ...

At the dawn of the blogging era, Google had a wonderful product in Blogger. Almost every internet native who came of age then has used it. It was simple, easy to set up, and for the first time, it all...