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Brands are multi-dimensional, complex and dynamic.

They are shaped by both perception and reality. And their value is often determined more by intangible considerations than material assets. Defining, building and maintaining a brand requires insight into the internal and external factors of what is meaningful, distinctive and relevant. Understanding how brand works is essential in promoting and preserving its equity and value. The goal of How Brand Works is to share our experience, perspectives and philosophy on the different facets of branding intended to enable an effective brand management strategy.

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Brands are multi-dimensional, complex and dynamic.

They are shaped by both perception and reality. And their value is often determined more by intangible considerations than material assets. Defining, building and maintaining a brand requires insight into the internal and external factors of what is meaningful, distinctive and relevant. Understanding how brand works is essential in promoting and preserving its equity and value. The goal of How Brand Works is to share our experience, perspectives and philosophy on the different facets of branding intended to enable an effective brand management strategy.

4 Questions That Will Make Your Employees Smarter

4 Questions That Will Make Your Employees Smarter

Employees can be great brand advocates. But that’s only possible if they’re smarter about your brand. Your employees know you best. They have the potential to be a great brand advocate for your company. They

How to Kick Off Your Branding Project

How to Kick Off Your Branding Project

10 topics your branding consultant should cover to get your project rolling You should expect that your brand consultant will kick off your branding project by asking some foundational questions about the past, present, and

Looking for the Right Brand Partner?

Looking for the Right Brand Partner?

8 questions to ask when looking for a brand partner

The Value Proposition Misunderstood

The Value Proposition Misunderstood

The 4 things a value proposition needs to do. Why is the value proposition so misunderstood? Maybe it’s because it is often confused with the most current campaign slogan. Or because it’s seen as the

What is Brand Acuity?

What is Brand Acuity?

The answer is pretty simple – it’s clarity. It is when all of the facets of the brand come into clear focus in what defines it, expresses it, and what constitutes the experience that is

Know What Your Brand Stands For

Know What Your Brand Stands For

Understanding How Brand Works One of the first questions that we ask our clients is what they believe their brand stands for. Without exception we get as many different responses as the number of people

Vision Versus Mission

Vision Versus Mission

Understanding How Brand Works The cornerstones of most organizations are their Vision and Mission statements. Not everyone agrees, however, on what the difference is between them. Which is more foundational? Is it necessary to have

8 Tips for Core Values

8 Tips for Core Values

Honesty is not a Core Value, but it could certainly be part of a larger set of Universal Values. Innovation is not a Core Value, although it might be part of an Industry set of values where

5 Common Brand Management Mistakes

5 Common Brand Management Mistakes

Understanding How Brand Works Managing a brand is as important as managing any other asset of an organization. However it is often overlooked under the assumption that as long as the logos are consistently used

Have questions?

We are here to help and answer any question you might have about your brand challenges.