Level set: What is branding?
Branding is one of those fundamental elements in marketing that often gets oversimplified. Most people think it starts and ends with a logo, or maybe a tagline that sounds clever. But here’s the truth—branding runs much deeper. It’s about shaping perceptions, creating emotion, and telling a story that sticks with your audience. Think about the […]
Overcome the allure of cheap design.
Unpopular opinion: One of the most important traits of a great marketer is good taste. Sure, you might have all the right data, but a keen eye for aesthetics, a firm grasp of language, and empathy for the human condition can turn a campaign into a movement. Don’t underestimate the value of good taste. As […]
Everything you need to know about brand guidelines.
Brand guidelines: they’re the secret sauce behind a brand that looks polished, cohesive, and effortlessly recognizable. Ever notice how some brands just seem to “get it” across every platform—while others feel scattered? That’s the difference brand guidelines make. Think of them as the rulebook that governs everything from colors and fonts to tone and personality. […]
Grow your brand: mental and physical availability.
Achieving both mental and physical availability is key for any brand looking to stand out. It’s not enough to just be memorable, and it’s not enough to be on the shelf. You need both to win—being top of mind when consumers are ready to buy and being easy to find when they make that decision. […]
Conservation agencies, marketing funnels and relevancy.
When you think of conservation agencies, you picture wildlife preservation, land stewardship, and community initiatives. What you probably don’t picture is the word “branding” splashed across their mission statements. And yet, branding, along with smart use of user journeys and marketing funnels, could be the key to ensuring these agencies remain relevant, especially in a […]
How to lead a brainstorm.
There’s an art to leading a brainstorm, and it doesn’t start with “Let’s think outside the box.” If you have to say that, you’re probably already trapped inside it. The best brainstorms? They have structure, but they’re loose enough to breathe. A little like jazz—everyone’s riffing, but there’s an unspoken rhythm holding it together. If […]
How did Yeti become a household name?
YETI has become more than just a brand—it’s a symbol of durability, reliability, and premium quality. Maybe more than that — a flag, signaling the owners’, values and lifestyle. But how did YETI become a household name, especially in an industry where competition is tough and consumer loyalty is hard-earned? The answer lies in their […]
Why Learning to Sell is Non-Negotiable for Young Creatives
Young creatives, here’s a hard truth: Even the most brilliant ideas won’t make an impact if you can’t sell them. It’s a tough pill to swallow, especially when you’re bursting with creativity and passion. But selling—yes, selling—is the skill that will make or break your career. The Power of Persuasion Let’s start with the basics. […]
Is it time for a brand strategy consultant?
We’ve heard the stories: Clients spending hours agonizing over their company’s logo. Hemming. Hawing. All that time was spent, only to realize it wasn’t even resonating with their target audience. Enter the brand strategy consultant. And it’s about even more than just a logo. As the business world becomes increasingly competitive, companies are looking for […]
The Long-Term Value of Investing in Your Brand
In today’s cutthroat business landscape, investing in your brand isn’t just smart—it’s essential. A strong brand isn’t just about getting noticed; it’s about creating lasting connections that keep customers coming back, allow you to charge what you’re worth, and help you ride out the rough economic patches. But what’s the real payoff of investing in […]