Branding

In 1996, two Stanford Ph.D. students Larry Page and Sergey Brin realized the largest internet search engines were doing it wrong. Yahoo and MSN manually curated sites like a directory. So you could on...

Brands aren’t static. What worked when you launched may not reflect who you are today. If your brand no longer aligns with your vision or if it’s holding you back, it’s time to rethink your strategy. ...

Over the last year or so, my team and I have worked with some of Australia’s most well-known brands. It’s always a privilege—but also a responsibility. The weight of history, the power of recognition,...

When I was at Brex building our core brand strategy, we needed a simpler way to understand (and visualize) how our brand personality would stand out from both legacy players and fellow disruptors. The...

We’ve talked about the 3C’s that drive a brand’s positioning in our ​Profit-Led Branding Framework​: Company, Competition, and Customer. In this article​, we’ll look into the last C: Customer. There a...