Branding

In many organizations, brand strategy is seen as a marketing expense rather than a business investment that can drive revenue growth. It is often treated as decoration when in reality, it shapes how p...

Hello from my perch in the woods of northern Maine (where I first started this Substack, last summer!). I’m looking forward to a few weeks of quiet time and writing, listening to loons call across the...

I hate the use of C-words in marketing: Culture, Community, and Cult. Because it’s getting harder and harder to define why people buy brands. The research tells us most buyers are irrational, and the ...

Most founders and execs pride themselves on financial acumen. They understand investment principles and how compound interest builds wealth over time. Yet when it comes to brand building, these leader...

Only a fool would start writing a brand concept without doing the necessary homework. I will show you how to write a brand concept that uses the brand idea, consumer insights, functional and emotional...