Is the foundation of your brand strong enough to support a lasting success? Are you authentically delivering on your brand promise? Or are you suffering from what research calls the current “crisis of trust” in business? If you answered “yes” to that last question, it’s time to do some digging down to your brand’s base …

Most sectors these days are in a continual state of flux as they seek to reinvent and reposition themselves to become more relevant. There is one sector, in particular, that is frequently seen adjusting its position and rebranding in a bid to reach beyond its conventional boundaries. This is the third sector, which often makes …

Creative agencies are always being asked by their clients to deliver creative ‘things’. But what gets produced is only half of the story. The other, and sometimes more important, part is how it is done. Creativity is not just the things we make; it’s the way we make them; the ‘doing’ that goes on behind the scenes. …

I’m fascinated by younger generations and just how different they are from generations prior. You should be too. Generations Y and Z (Millennials and Centennials) represent a dramatic “C” change where a new genre of “Connected” consumerism is forcing business as usual to cater to an always-on, accidentally narcissistic, empowered, informed, demanding, and counterintuitive generation. …

You’ve heard it all before. “The customer is best. The customer comes first. The customer is always right.” So how do you get your business in the customer-centric mindset? You need to establish a goal of providing a positive experience before, during, and after the sale in the hopes of earning repeat business and referrals. …

Everyone’s talking about the endless possibilities for innovation at the intersection of luxury and technology. We tend to forget that, caught up in the race for everything to be faster, better, and more seamless, simple experiences are usually the best. Sometimes, our five senses are quite enough. Not that the luxury industry hasn’t noticed. This …

Often, when we think of brand strategy, we think of our customers in terms of how they perceive us as a company, product, or service. And when it comes to communicating and interacting with customers, there’s always a brand strategy guideline that guides organizations through every step of the way. However, as times have changed, …

We are on the cusp of a seismic shift. The whole world of automotive transport is about to be turned upside down. Automotive brands will need to re-invent themselves or face a serious danger of extinction. They will have to fundamentally change their proposition, from product to service orientated brands. And they will have to …

Changing a look and feel of a brand is one thing. Fundamentally changing an organization though brand is something else altogether. It requires a deep commitment and a disciplined process, and the ability to listen – to stakeholders, to customers, to competitors, to history. The result of these efforts becomes wildly worth the effort when …

Why Would A Brand Have A Personality? It’s a basic question but one which we at agencies that help create brands rarely start by asking. So it is an interesting process to actually consider why brands look to have a personality. In an attempt at answering the question I’ll look at three areas: What do …