What is the promise of your brand?

What is the promise of your brand?

The concept of a Brand Promise isn’t new. It’s a clear articulation of your unique value proposition. It means this is what you’ll get if you buy what we sell. What are you willing to do, provide, deliver that is of value? Simple. But could you offer more? I promise...
A brand is a point of view

A brand is a point of view

In the 60 Minute Brand Strategist, Idris Mootee posits that one way to describe a brand is that it is a “point of view.” What a fantastic way to describe it. A brand is your unique point of view on how to deliver your type of product. Do you believe your product...
Design by committee

Design by committee

 I’m sure you’ve seen it before. A new ad or logo or marketing campaign is being presented to a room full of people. The people nod their heads and smile throughout the entire presentation. They’re writing notes here and there. They’re focusing during they key...
You don’t need more advertising

You don’t need more advertising

A friend of mine called me the other day and asked if I could help one of his friends with advertising their Chinese restaurant. They’re not doing well and need something to drive traffic. I said I’d look into it and see what I could do. They don’t have a website, so...
The epitome of branding is naturalness

The epitome of branding is naturalness

It’s not about launching a new branding campaign. It’s not about your sub brands and umbrella brands and endorsement brands and corporate brands, or your entire brand architecture. You don’t need to refresh your logo again. You don’t need to develop a complicated...
Make the logo smaller

Make the logo smaller

What if instead of asking to make the logo bigger in ads, what if we asked our designers and agencies to make them smaller? What if we asked them to develop creative that was so compelling that people couldn’t help but seek out what company was behind it? (Apple did...