Branding
The art of brand evolution
Uberbrand
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Over the last year or so, my team and I have worked with some of Australia’s most well-known brands. It’s always a privilege—but also a responsibility. The weight of history, the power of recognition,...
The brand differentiator 2×2 (& template)
On Brand
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When I was at Brex building our core brand strategy, we needed a simpler way to understand (and visualize) how our brand personality would stand out from both legacy players and fellow disruptors. The...
3C analysis: How to make your brand something customers want
Frontera
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We’ve talked about the 3C’s that drive a brand’s positioning in our Profit-Led Branding Framework: Company, Competition, and Customer. In this article, we’ll look into the last C: Customer. There a...
The three-hour brand sprint
Google Ventures
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The three-hour brand sprint makes the abstract idea of “our brand” into something concrete. At the end, you'll have a simple cheat sheet you can use to make decisions. The sprint consists of six exerc...
Brand strategy roadmap: One-page strategic plan for your brand
Beloved Brands
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Brand strategy decisions must answer, “How can we get there?” Most importantly, strategies must provide clear marching orders that define the strategic program you are investing in, the focused opport...