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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 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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roaring lion
Brand Strategy

It’s In Your Character To Be Courageous

Meaningful Brand Attributes Will Set You Apart Courage is not often associated with a brand. But when it is it becomes an identifiable and differentiating characteristic that can be both meaningful and inspirational. That’s what makes brand character such a

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Brand Strategy

How To Make Brand Design Decisions

Making brand design decisions isn’t easy even for design professionals. Clients who may not be so versed in design principles find it even more difficult. A name, logo, or other key brand expressions will shape competitive distinction and recognition. It’s

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person writing checklist
Brand Management

Time to Reset Your Brand Plan?

Is a Brand Plan in Your Plan? Most organizations have already done their plans before the beginning of the year. But it is never too late if you haven’t. Either way, January is a good month to revisit your plans

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Brand Strategy

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 latest “get-more-for less” promotion. The

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know what your brand stands for
Brand Strategy

Do You Know What Your Brand Stands For?

Interestingly there is seldom consensus among leadership on what their brand stands for. One of the first questions that we ask clients is what they believe their brand stands for. Without exception, we get as many different responses as the

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