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The Branding Sweet Spot
Trying to stake out intellectual and emotional territory for an organization’s brand is a challenging proposition — so many viewpoints, stakeholders, and ideas to juggle and consider. You have the...
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Style Is Not A Solution
It should be obvious, but style is not a strategy. Instead, style is just one tool in the marketer’s arsenal, brandished to help deliver a specific result, whether it is emotional, visual, or...
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Q&A With Alina Wheeler On “Designing Brand Identity” 4th Edition
Alina Wheeler wrote the book on identity design. Literally. She is the author of Designing Brand Identity, which is just about to be released in its fourth edition. It’s an excellent resource and is...
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Fire Your Celebrity “Creative Director”
The glowing age of celebrity endorsements is fading. Sure, large corporations still hand out millions to basketball players and pop stars to attach themselves to some level of current “cool,” but no...
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Good, Great, or Hated: How to Rate Your Own Logo
“Products are created in the factory. Brands are created in the mind.” - Walter Landon, founder, Landor Associates Every organization worth its salt has a logo or visual identity that helps...
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Heritage or Garbage? 10 Thoughts on Reclaiming Old Brands
Occasionally we’re asked to partner with organizations who are looking to revive an old brand, resuscitate a product, or reclaim dormant intellectual property. Sometimes it’s for a brand new venture,...
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Navigating the Niche: Embracing the Power of Micro-Communities
The world is changing. We are rapidly evolving away from a marketplace ruled by mass culture, to one filled with a riotous patchwork of specific niches. Not long ago, one-size-fits-all communications,...
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10 Branding Lessons Stolen From Kickstarter
In the design and creativity sphere, it seems like the name Kickstarter is on everyone’s lips these days. Sure, the popular crowdfunding platform has grabbed headlines while giving us a varied...
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