Brand awareness has given way to goal accomplishment over the past 20 years. We’ve learned as consumers to find ways to complete objectives and lean less on brand names as signals of quality. When we search, we search for the job to be done and not necessarily a brand name. As of today, Alexa is …

We focus on the assets that we believe make up our brand. Logo, color, imagery, messaging. Those things are certainly important; they contribute to the core of your brand understanding. But those pieces are only parts of the brand. Not too long ago, I worked with a private jet service on their brand and customer …