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Level set: What is branding?

Tight shot on gas tank of a Harley Davidson motorcycle.

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 […]

Is it time for a brand strategy consultant?

Lighthouse alight at dusk

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 […]

Branding, storytelling and emotion: Connect with audiences on a deeper level.

Orange Nike logo above the door of a Nike store front.

In the world of branding, storytelling and emotion are the secret weapons that can make a brand stand out from the crowd. Emotions are what drive people to take action, and storytelling is how brands can connect with their audiences on a deeper level. As Greg Hoffman, former CMO of Nike, once said, “Every brand […]

What is a brand purpose?

Man fly fishing on a river.

It’s the fundamental reason for the existence of a brand — the driving force behind a brand’s actions, decisions, and messaging. A brand purpose goes beyond the products or services it offers, and instead focuses on the broader impact it wants to have on the world. In today’s world, consumers want to support brands that […]