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the problem with vision statements
Brand Strategy

The Problem With Vision Statements

Vision statements are challenging. But there are numerous resources available all over the web on how to create them. It’s easy to find guidance and direction in their development. And countless examples. So why are there so many poor vision

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Brand Identity

Five Mistakes to Avoid in a Rebrand Launch

A rebrand launch is a great opportunity to re-energize a brand, build awareness, and extend customer reach. Rebrands come in all different shapes and sizes. Mergers and acquisitions generally dictate a rebrand to reflect the business change. Competitive threats and

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Brand Strategy

Turning Brand Strategy Upside Down

The traditional approach to building a brand strategy platform is to start with the vision, add the mission, and build up from there. That makes sense and it’s how we usually approach strategy development. It’s the vision that sets the

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Growing Sprout in Hand
Brand Management

How To Unbrand Wisely

Unfortunately, not all brands live forever. Some simply die from natural causes. They become too old, too feeble, and just can’t manage to stand on their own two feet. Like Sears. Other brands were just too short-sighted and their products

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Brand Insights

How Rebranding Can Go Wrong

Any organization that embarks on the rebranding path expects results that will propel its brand forward. Otherwise, why go through the time and expense to rebrand? But understanding the challenges is equally important as understanding the opportunities. A rebrand can

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5 hidden costs of a rebrand
Brand Management

Five Hidden Costs of a Rebrand

It’s easy to overlook some of the most common hidden costs of a rebrand. And those hidden costs don’t fully reveal themselves until they quickly become reality. Knowing about them and planning for them in advance will help reduce the

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Brand Strategy

Want A Bad Name? It’s Easy.

Pharma Has Set the Bar Pretty Low Are you are looking for inspiration on how to create a bad name for a branded product? Look no further than the Pharmaceutical industry. To be clear we are talking about the brand

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