Co-Branding

Co-Branding

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...
The Power Of Branding

The Power Of Branding

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?...
Rebranding

Rebranding

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...
Peer Influence in Marketing

Peer Influence in Marketing

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...