We make cult brands.

Customer experience.

Using Values to Differentiate & Define Your Brand

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Brand values impact relationships and reputation – two key business assets that are earned (rather than bought). When the marketplace is cluttered and consumers have tiny attention spans, brands must bring something more valuable to customers than their product or service. They must connect with consumers through shared principles.


Your Brand Can Overcome Price Resistance and Create Stark-Raving Fans.

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Want to Overcome Price and Create Stark-Raving Fans in the Process? Develop Your Brand’s Definitive POV.

It’s absolutely amazing to see that so many brands still muddle along without a definitive POV. That they think […]

Hashtag: Opting For Leaves Instead Of Lines.

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It’s that time of year again: leaves are falling, everything is pumpkin flavored and we take stock of what we’re grateful for. It’s also a time for changing retail displays, late store hours and […]

What’s Your Language Saying about Your Brand?

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If language builds and binds cultures, why shouldn’t it be used to build and bind cults around brands?

Think about the power of words. If I use specific words in a specific way, it builds […]

Hashtag: Totally, 100%, Almost-Organic.

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If you’re at all dialed in to the organic sector, you know: getting your product certified is hard.
While, as a consumer, I appreciate the strict regulations applied to organic farmland, the time and cost […]

Hashtag: Nutrition Label Makeover.

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The other day I bought an organic cup of noodles for lunch, only to realize the 53g container was classified as “2 servings” at 100 calories each. Even at a full container, it is […]

Conventional Is The New Specialty Grocer.

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If you’re the owner of a natural/organic food brand you know the roller coaster. Natural product stores, from Whole Foods to the smaller independents, might love your brand today and discontinue it tomorrow. Let’s […]

Cultural Transformation: The Ultimate Brand Strategy.

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You started a business because you had a fire in your belly. You created a brand because you believed that you could offer something that others were missing. After launch, you happily set about […]

Sports Authority: A Name without a Brand.

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A recent article discussed the woes of Sports Authority with the headline: “Sports Authority Is Sinking Under Discounts And Naming Rights.” Really? There’s no doubt, as the article cites, that Sports Authority has some major […]

Howard Schultz: The other wise man.

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It’s that time of year again: the holidays are nearly upon us and Starbucks has rolled out their holiday flavors and cup design, the latter of which has had many up in arms on […]