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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 […]

5 Questions to Help Employees Understand Your Brand

In our first post, we talked about brand fog and the danger signs that a brand is hazy and ill-defined. There are many canaries that will alert you to the potential for lethal gas in your proverbial brand coal mine, but no bird is more effective at pointing to danger than a sales team that […]