Brand Strategy is a Short-Term Investment with Long-Term Benefits

If brand strategy is an intangible concept, how can we measure ROI on it? Learn how investing in brand strategy is one of the best uses of your money.

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Cultural Transformation: The Ultimate Brand Strategy

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 building your business but inevitably you got bogged down with the everyday realities of what that implies. You’ve been busy putting out fires, solving problems and worrying about cash flow.

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Outdoor and Fitness Brands Ripe for Investment

These brands fill unmet needs in the market and have the potential to make it big. With private equity and the right strategic help, these companies can really shake up the outdoor and fitness industry.

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If I Owned an Equity Firm, I Would Invest in These Food Brands

The current marketplace is filled with darling brands – like KIND, Plum Organics, and Patagonia. However, we forget that most of these brands started out at the kitchen table or in the garage – all on shoestring budgets.

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Want an Unforgettable Brand? Build a Strong Narrative

Nothing engages human beings like a good narrative. Nothing has formed distinct cultures and bound them together since ancient times like storytelling. Narrative has great power. It’s engaging if it’s relevant to an audience. When a story makes a deep impression, it becomes memorable. A strong narrative moves people because it elicits emotion. When they adopt it, it becomes part of the fabric of who they are.

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Delivering Brand Promises Through Great Packaging

In his latest article, Mr. Lemley challenges marketers to go beyond adequate packaging. To think beyond drowning people with feature and benefits that appeal to the customer’s rational thought process but to their emotions.
Mr. Lemley: “Well-executed package design not only appeals to consumers’ rational thought process but to their emotions which trumps features and benefits every time.”

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Get Leverage: Know Your Brand Archetype

Archetypal branding works because it appeals to all people. We all share a deep need to feel stability, belonging, discovery and achievement. In today’s world, many brands have taken on the role of building blocks we use to fabricate of our sense of self. For most of us, our self-identity is textured with personal and archetypal mythos.

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5 Ways Cult Brands Bridge the Gap in the Customers’ Mind

It’s easy to spot the brands who seized the imagination of a small group and then taught that group how to spread the word, make converts and turn their fringe offering into a mainstream way of seeing the world.

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