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Author Archive

Brand Management

What Makes A Brand Authentic

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What Makes A Brand Authentic

As marketers, we must sometimes take a step back from the objective features and benefits of our products that too often dictate our brand strategy.

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Brand Strategy

Using Improv To Build Brands

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Using Improv To Build Brands

With an abundance of data at their fingertips marketers try to analyze and optimize everything, from consumer journey touchpoints to media placements through clicks, page views and store visits.

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Brand Management

How To Create A Lifestyle Brand

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How To Create A Lifestyle Brand

Unlike a laundry detergent that merely promises to turn your clothes whiter than white, a lifestyle brand fulfills its consumers’ way of life.

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Small Business Branding

3 Ways To Grow Small Brands On A Limited Budget

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3 Ways To Grow Small Brands On A Limited Budget

Surrounded with world-renowned brands such as Amazon, Apple, Procter & Gamble and Netflix, we tend to forget there are over 28 million small businesses in America that create two-thirds of all new jobs.

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Brand Management

Building Brands On Ritual And Sacred Consumption

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Building Brands On Ritual And Sacred Consumption

Scott Galloway contends that Google is not a search engine, but rather an atheist God where we search, ask questions and hope for divine intervention.

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