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Six Factors for Choosing a Brand Architecture

We’re often asked to help our clients bring clarity to a brand architecture that has become muddled as a result of acquisitions, product/service brands or multiple divisions. There is no one right way to solve the problem.  Like a tough multiple-choice question, every choice is right, but only one is better than the others.   Everybody […]

What is Brand Fog Anyway?

There’s an old chestnut that says a camel is just a horse designed by a committee. Brand fog is sort of the same because it’s usually the result of trying to tack on too much. A strong brand isn’t about what you are. It’s about what you are not. An example is probably the best […]