In Times of Crisis, Brand Architecture Matters

In Times of Crisis, Brand Architecture Matters

Brand Architecture Modifies Popular Sentiment in the Face of Controversy Mergers and acquisitions have become familiar headlines. Articles and opinions about topics such as Alphabet becoming the holding company for the diverse Google brands and activities, AbbVie...
Haptic Branding’s Time Is Coming

Haptic Branding’s Time Is Coming

Touch Is an Important Component of Psycho-Sensory Brand-Building Remember when the first-generation iPhone hit the market? With its elegant design and smooth glass touch screen … no more buttons! How cool was that? Now the iPhone incorporates “3D Touch.” Essentially,...
Top 5 Branding Mistakes

Top 5 Branding Mistakes

I’ve had a lot of interesting experiences working in brand strategy consulting over the past 26 years. I’ve seen clients make good branding decisions and others make major branding mistakes, and I often see the same mistakes made over and over again. Here’s a quick...