Brand Strategy

Think about the last brand that really caught your attention online. Was it their compelling story, how they interacted with customers, or simply how easy it was to find exactly what you needed? In today’s world, those digital touchpoints are more than just marketing – for many consumers, they effectively are the brand. Indeed, data […]

Last week, we explored brand elements — your logo, name, slogan, and the other tangible tools that make your brand instantly recognizable. Think of them as the unique signature your audience sees and remembers. But once they see you, what should they think? In a marketplace buzzing with alternatives, simply being seen isn’t enough. The […]

Your logo. Your name. Your slogan. These aren’t just design choices. They’re the shortcuts your audience uses to recognize and remember you. This week, we’re digging into brand elements: the tangible tools that stick in your customer’s mind and shape how they feel about your brand. Brand Elements at Work Effective brand elements do more […]

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 […]