
A Brand by Any Other Name…5 Tips for Naming Your Business or Brand
KEY TAKEAWAYS A brand name should be strategic A brand name should be relevant A brand name should be distinct A brand name should be surprising A brand name should…
On April 22, 2022 | In Real Estate
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KEY TAKEAWAYS A brand name should be strategic A brand name should be relevant A brand name should be distinct A brand name should be surprising A brand name should…
KEY TAKEAWAYS In marketing, perception is more important than reality. Great brand positioning can overcome product inferiority. When you read the word “Fiji,” what do you think of? Purity? Paradise?…
KEY TAKEAWAYS The 2020 election pits polar-opposite headlining archetypes against one another. Party affiliation influences how deeply a candidate can entrench themselves in an archetypal position. Position strength could have…
KEY TAKEAWAYS “The bridge” helps us consider what an archetypal position means for a brand’s visuals. Establishing a visual style that reinforces a brand’s position is just as important as…
Spec work: two words that strike fear into the hearts of creative agencies everywhere. Many promising engagements have been sullied by the last line of an RFP with beat-around-the-bush verbiage…
Brand systems are all the rage these days, and for good reason. Well-conceived and well-executed brand systems allow designers, developers, marketers, and vendors to create products and experiences that are…
IN TODAY’S DIGITAL AGE, consumers can pretty much buy anything, at anytime, from anywhere. So what makes someone choose one brand over another? Furthemore, what keeps them coming back? We…
It’s a word that no one wants to say, hear, or think about: recession. Like wizards gasping at the utterance of the name “Voldemort,” the prospect of a recession is…
I’ll admit it: I’m a sucker for Simon Sinek. I’ve read most of his books and watched pretty much all of his videos. The way he so clearly and powerfully…
What exactly is a “human brand?” Well, let’s start with an example of the opposite. HubSpot found that B2B sales teams have increased their messaging by 89% since March 2020….