Brand Strategy

While brand identity tells the world who you are, brand architecture explains how all the pieces fit together. It’s the strategic structure companies use to manage brands, scale effectively, and create clarity instead of chaos. This week, we’re diving into why it matters and how to get it right. Done well, it builds strength. Done […]

If you don’t define your brand, the market will do it for you. And you might not like what they decide. Last week, we explored what a brand really is — not just your logo or name, but the meaning and value people attach to your product, service, or institution. This week, we’re taking it […]

This summer, I have the chance to teach my first comprehensive course on brand strategy. I’ve spent much of my career helping companies develop and execute brand strategies — from my early days as a consultant, through my time at an ad agency, to my years at Google. I’ve also led several seminars on the […]