Branding

What is brand strategy? Your brand strategy decisions must answer, “how can we get there?” The strategic choices depend on market opportunities you see with consumers, competitors, or situations. Most...

Trust is the Holy Grail for brands. They fall over themselves to be the ones you trust, for all your fill-in-the-blank needs. This is especially true in the world of B2B, where business tends to be mo...

In the past, whilst creating a new media brand for a construction niche, I remember speaking with another marketing professional, telling her that I wanted to build a 'cool brand'. That was what the n...

When it comes to investing in brand, startup businesses find themselves in a huge Catch-22 situation. Many startups understand that a powerful brand will be crucial to their long-term success. Especia...

When Google Chrome revealed its first logo refresh in nearly a decade earlier this year, the internet was left scratching its head. The change was so slight, the new logo so simple, merely removing th...