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Author Archive

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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Brand Culture

Developing A Strong Brand Culture

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Developing A Strong Brand Culture

Most organizations neglect the importance of developing a strong brand culture before communicating their value to the outside world.

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Brand Strategy

Strategy Is Not About The Competition

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Strategy Is Not About The Competition

The concept of strategy originates in war, where the objective is to destroy the enemy. In business, if the enemy is your competitor, then the objective of strategy must be to crush the competition.

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Brand Management

The Six Attributes Of Human-Centric Brands

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Building The Six Attributes Of Human-Centric Brands

Understanding the human side of customers through digital anthropology studies is the important first step of human-centric marketing.

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