Branding
Define your story, earn equity, and shape perception that customers remember.
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Latest
Brand Equity Is Your Most Durable Asset — Are You Investing in It?
Read full story →: Brand Equity Is Your Most Durable Asset — Are You Investing in It?Apple’s brand is worth $1.4 trillion. Google’s is worth $1.5 trillion. McDonald’s is worth $235 billion. These numbers come from Kantar BrandZ’s 2026 global ranking, which tracks brand…
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Pricing Power Is a Brand Problem: How to Build the Intangible Value That Commands a Premium
Two hiking boots, functionally identical. One sells for $120. The other, from a brand with strong…
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The First Rule of Brand Strategy Everyone Keeps Breaking
In 2014, Under Armour did something remarkable: it overtook Adidas to become the second-most-popular sportswear brand…
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Brand Identity vs. Brand Image: Why the Gap Between Them Is Costing You
Every company has a theory of itself. It knows what it stands for, what makes it…
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Rebranding Without Losing Your Core: How to Honor the Past While Building the Future
Read more →: Rebranding Without Losing Your Core: How to Honor the Past While Building the FutureThe Gap’s 2010 logo change lasted six days. The company unveiled a new wordmark, the internet erupted in mockery, and the brand reverted to…
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How to Know When Your Brand Is Actually Working: The Metrics That Matter
Read more →: How to Know When Your Brand Is Actually Working: The Metrics That MatterMost brand measurement programs are designed to confirm that the brand is working rather than to detect when it isn’t. The deck goes to…
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Brand Architecture: The Most Overlooked Strategic Decision in Business
Read more →: Brand Architecture: The Most Overlooked Strategic Decision in BusinessWhen a company acquires a brand, launches a sub-brand, or expands into a new category, someone in a conference room makes a decision about…
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How to Build Brand Loyalty in an Era of Infinite Choice
Read more →: How to Build Brand Loyalty in an Era of Infinite ChoiceThe word “loyalty” is doing a lot of work it can’t support. It’s typically the word of choice for executives desperately clinging to something…
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Why Your Brand Strategy Needs to Solve Business Problems, Not Just Marketing Problems
Read more →: Why Your Brand Strategy Needs to Solve Business Problems, Not Just Marketing ProblemsMost brand strategies are half a comms strategy stuffed into a suit and told to sound strategic. They tell you what the brand stands…
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The Hidden Competitive Advantage You’re Not Using: Brand Culture
Read more →: The Hidden Competitive Advantage You’re Not Using: Brand CultureHerb Kelleher, Southwest Airlines’ co-founder, put it plainly: “Competitors can buy all the physical things. The things you can’t buy are dedication, devotion, loyalty…