Brand Building
More Voice
So the artists, the contributors, the founders are able to laser in on what's truly important. They can put words to it, and that turns into action. And this is what we call "voice."
We Don't Want Another Product
We want your perspective, on another product. Tell us, how should this product, experience, or brand be? How do you think it should be done? Anyone can create another something-that's-already-been-done-before. Sure, you can make just another cafe, or another bicycle, or another service. But what we really want is what
Business is Practical, Brands Aren't
A Brand's magic comes from original thinking. And original thinking comes from freedom from obligation. Like all things, we have to balance our creative insights, with our justified experiences about how the world works. While we may dream of possibility, and fantasize about the way things could be, most often
A Brand is The Transparency of Purpose
Brand building is about taking the depth of an idea and translating it into something that can resonate with another person. Nike has depth. It has approached a topic for decades and still hasn’t exhausted its conversation. It is a conversation about human potential and action. They try and
Perspective for Brands in a Down Market
When markets shift, and things get tight, as business owners we don't need to panic. Instead, we need to take the necessary precautions to plan out a few to a dozen months that are lean so that we come out the other side even better. In short, we can focus
No Agenda Brands
The market is today is crowded by brands using competition as a strategy. Did you see the two cans of sparkling water with the same brand design? Or Hims and Roman (which one’s which again?) Or the commercials at the Super Bowl… Being different isn’t about strategy. It’
When in Doubt, Tell a Useful Story
I get it, it feels complex. There is so much nuance to human nature, that it can't help but be the case that every interaction and campaign you create to market to your audience can feel like there are a thousand things to consider... So, let's keep things really simple,
Personal Brand Heuristics
A brand isn't a destination. It's a continuing process that evolves over time. So you've never made it, and you're always nurturing it forward. Here are some ideas to keep in mind as you keep pushing to a new space for yourself. Own Your Edge What's your edge? This is
What is Marketing?
As marketers and storytellers, we put ourselves out there on behalf of the people we serve. We take emotional risks, by introducing new ideas to the people in our orbit. These new ideas were hard won in their own right; they come from the depth of exploration within ourselves. They
A Brand in 10 Ideas
What is a Brand? 1. Every Brand is a Promise. 2. How you fulfill that promise is what makes you stand out. 3. If you deliver on your promise, again and again, you will build trust. 4. If you over deliver on your promise, again and again, you will build