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

Is your company a high-want Vanity Brand? Or is it a high-need Value Brand? And what other companies fall into categories that share those traits? It’s all about customer perceptions. Companies are generally grouped into classifications determined by common goods

Brand Awareness Starts With Brand Recognition Does passing the recognition test ensure business success? No. But good recognition can help. Small business represents a vast majority of all businesses in the US. In fact, they account for 99.7%. And the

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 unique to it. It all