More than the sum of their parts; brands can collaborate for great success (or disaster!) I have been observing brands for two decades because they fascinate me. Without fail, I see the best brands making trade-offs; they build spectacular awareness, associations, and...
Branding influences people desire to purchase, share, donate, etc. Why is this the case? And how can we tap into that power? I have been studying branding for a decade and a half, and read a dozen books to answer two undying questions: what makes branding work?...
An inside look the deals between manufacturers and retailers involving brands. Private labels have been a constant part of my decade of experience in retail marketing. Most of the brands I worked with were all owned by manufacturers and some were owned by...
Understanding where the 300 million+ business names come from will help you find a name for your company. There are a lot of businesses in the world, 300 000 000 roughly, and all of them have a brand name. Finding a unique name for your business that conveys what you...
What is rebranding? Why rebrand? And how to go about it. Rebranding is an effective strategic tool in business owner’s and marketer’s toolbox. Much like an impact driver, it is a very powerful tool when used in particular scenarios, but it can do damage if...
We know that branding is a powerful phenomenon because no business would choose not to have a brand. Ever wondered why? I do, a lot. There are a few things about human nature that make branding work: our propensity to spot patterns, the reputations brain maintains of...
