Branding
How to explain brand to finance
On Brand
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Most founders and execs pride themselves on financial acumen. They understand investment principles and how compound interest builds wealth over time. Yet when it comes to brand building, these leader...
How to write Brand Concepts to validate your brand positioning
Beloved Brands
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Only a fool would start writing a brand concept without doing the necessary homework. I will show you how to write a brand concept that uses the brand idea, consumer insights, functional and emotional...
Everyone is an intellectual now
Why You Should Care
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Apologies in advance, as this one’s partially a rant. But scroll through social media - especially Instagram - and you’ll quickly notice something: almost everyone, from pop stars to brands to your be...
What is the main purpose of rebranding a company?
Motto
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Rebranding is about keeping your brand in sync with your business. As your company grows, your brand should evolve with it—reflecting not just where you started but where you’re going. It’s about maki...
Why all brands become average
Embedded Brand Strategy
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The Second Law of Thermodynamics states that the entropy (randomness) of the entire universe, as an isolated system, will always increase over time. This is rooted in the properties of heat: heat tend...