The most important element of your brand

Brand Promise Brand Relationship Brand Vision Brand Style Guide Brand Portfolio Brand Delivery Brand Standards Brand Personality Brand Experience Brand Identity Brand Architecture Brand Names Brand Color Scheme Brand Tone of Voice Brand Iconography Brand Platform...
MARKETING CONCEPT: Bayesian Thinking

MARKETING CONCEPT: Bayesian Thinking

The Bayes’ theorem is a statistical model that describes the probability of an event, based on conditions that might be related to the event. It goes like this. Say you’re blindfolded and throw a dart at a dart board. You don’t know where it landed cause you’re...
MARKETING EXERCISE: Obstacle Course

MARKETING EXERCISE: Obstacle Course

Strategy is defined by the obstacles we must overcome. If you have a goal you haven’t accomplished yet, there must be something stopping you from it, even if it’s just laziness. Use this exercise to outline each obstacle individually and identify ways to address them....
EXERCISE: Living your brand values

EXERCISE: Living your brand values

Your core brand values are what your company stands for guides your actions and decisions. However many companies fall into the trap of writing trite and meaningless statements that are common sense, rather than truly differentiating. One company that has crafted...
The difficult truth about branding

The difficult truth about branding

People don’t really care about your brand. Not one bit. They don’t care how much effort you’ve put into developing your value proposition or positioning statement. Most people will barely appreciate the fantastic imagery you shot, the crafted designs that adorn your...