Branding

Today, everyone wants to feel connected. In a time of virtual meetings, digital conversations, and an increasingly isolated reality, consumers are hungry for a sense of belonging. Creating a community around your brand is a modern, custo...

In 2011, protests swept across the Middle East and Northern Africa in what was known as the Arab Spring. The spark that lit the bonfire was a Tunisian man, Mohamed Bouazizi, who set himself on fire in protest at the police confiscating h...

Brands and products that refer to themselves as ‘I’ come across as infantile and annoying. Think twice when creating your tone of voice. There’s no ‘I’ in brand. No, this isn’t going to be one of those pieces that excoriates individualis...

It’s one of the great ironies of branding that, while we tend to care passionately about the precision and quality of the words that brands use to communicate, the language we use ourselves is hopelessly vague. Often, we use identical te...

Storytelling is the heartbeat of a great marketing strategy that marketers are betting on. Why? Because is extremely effective and here’s why. People will forget what you said, people will forget what you did, but people will never forge...