When small business owners study brand strategy and look at examples of excellent brands, their first reaction is, “Sure, if I had a company the size of FedEx and an in-house marketing team that occupied three floors, I could build a revolutionary brand, too. But how...
In developing Brand Strategies for our clients, we rely on personality archetypes to help identity and amplify the core characteristics of both businesses and their audiences. Archetypes reside in the universal wellspring of consciousness, allowing us to draw upon...
Everybody seems to have a different understanding of what a Brand Strategy is, how to develop one, and how to implement one. Some people think it’s a marketing plan, and others believe it’s little more than your logo and color palette. In fact, it’s...
Storytelling is something relatively new in the arena of brand strategy. At the same time, storytelling has always been with us and always will be. But a lot of advertising misses the point when it comes to brand storytelling. So how can businesses use storytelling to...
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