Branding

Who would want to run a company that makes and sells products no one needs? Only a fool, right? Unless, of course, the company is LVMH Moët Hennessy Louis Vuitton, the world’s largest and by far most ...

How do direct-to-consumer businesses grow today? They build remarkable brands. If you ask leaders at some of the biggest DTC businesses in the world for their keys to success, they will invariably sta...

There are a total of 12 brand archetypes, but many businesses also leverage their "core" and "influencing" archetypes. Whether you designed your brand identity to fit a certain archetype on purpose or...

Intuitively, we know that the designs we use should match what we are trying to communicate in our messaging. But how, exactly? Imagine a website headline that claims “The most fun travel experience y...

According to Krulak’s Law of Leadership, the future of a brand is in the hands of its people at the coal face, not the leaders at the top. Named after Charles C. Krulak, a former General in the US Mar...