It used to be simple: brands would appeal emotionally to consumers and rationally to B2B buyers. Often, B2B brands touted their expertise. Sometimes, that was enough. But then a funny … Continued
If there is a line to be drawn, where should brands draw it? In an age of rising consumer power and decreasing trust that’s been well documented by the Edelman … Continued
“We don’t need research. It’ll just tell us everything we already know.” There you have it. My most dreaded statement. As a research professional with 25 years of experience, this … Continued
For many years, like so many other brand strategists, I tried to avoid the inclination to want to differentiate a brand based on the attributes of its people. It has, … Continued
We helped Fig & Olive refresh their already tasty brand. From a forward looking brand positioning to a fresh brand identity, we had fun building (and eating) this one!
If everyone says they are innovative, what does that say? Innovation is so ubiquitous these days, it’s hard to get beyond the word and stay ahead of its definition. But … Continued