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?...
11 Examples of Brand Essence

11 Examples of Brand Essence

Eleven examples of brands with a clear, unique and powerful Brand Essence. I often get subtle eye roles from the decision makers for the brands I work with when I ask questions like: “if your brand were a car, what make would it be?” The men and women in...