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Author Archive

Brand Values Alignment

How Brand Values Engage The Consumer Brain

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How Brand Values Engage The Consumer Brain

There are brands that consumers trust and there are brands that consumers love.

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Brand Management

Keys To Building Admired Brands

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Keys To Building Admired Brands

The more your brand enables, entices, and enriches customers, evoking their positive emotions and building their trust, love, and respect, the more highly admired it will be.

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Brand Management

Why Strong Brands Are Emotional Not Transactional

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Why Strong Brands Are Emotional Not Transactional

Transactional brands offer the right product at the right price at the right time. They launch ad campaigns that capture the audience’s attention. People pay a fair price, they are not particularly loyal, and the relationship is completely rational.

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Brand Identity

The Process Of Credibility-Based Logo Design

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The Saul Bass-Approved Method of Credibility-Based Logo Design

Saul Bass created many great logos for clients such as AT&T, Minolta, Warner Bros, Girl Scouts of America, Kleenex, Continental Airlines (circa 1968), United Way, United Airlines and Rockwell International to name just a few.

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Brand Management

4 Ways Brands Use Psychology To Win Customers

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4 Ways Brands Use Psychology To Win Customers

Let’s say you’ve built the next big thing. You’re ready to take on the world and make billions. Your product is amazing and you’re convinced you’ve bested the competition. As a point of fact, you know you offer the very best solution in your market. But here’s the rub. If your competition has established stronger customer habits than you have, you’re in trouble.

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