Branding

Maya Angelou may be talking about a different kind of story, but the agony is still the same when a startup can’t tell its story well. What do most founders do when they think about telling their stor...

As a leader, you know how important it is to have a strong brand identity that resonates with your target audience. But have you considered the importance of your brand’s verbal identity? Your verbal ...

Not long ago–in a place far, far away (from Cannes)–five people debated the existence of double duty, exploring whether it was possible to deliver ‘brand’ and ‘performance’ together in one campaign. O...

Rick Rubin wrote this in his recent book, The Creative Act. And it sums up (almost) perfectly how I feel about branding and how to do it well. Great brands strike a delicate balance between rationalit...

First, let’s get a few basics out of the way, so we can all be on the same page. What is a brand? Brand is simply set of intangibles—expectations, experiences, stories, and memories—that makes a custo...