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Brand Identity

What structures can I use to organize my family of brands?

When it comes to building a strong brand, creating a brand family is a popular strategy. A brand...

Why Every Business Should Have a Zoom Virtual Background

Since the advent of the COVID-19 pandemic, many of us have spent at least part of each workday on...

Every company or organization has values to which it adheres, and it’s important to define them for yourselves and for your customers. Your values are your brand: A company’s set of values is an increasingly important factor for buyers. What you stand for is often just as important as what you sell. If your brand […]

Is Facebook a brand or a product?

It’s one of the most recognizable logos in the world: a small white f set against a shiny blue backdrop. Alongside Twitter, McDonalds, and Apple, the Facebook symbol is one of a handful of icons that transcend borders, nationalities, and cultures with its meaning. And Facebook’s logo is just one small fraction of its global […]

Talking With—Not At—Your Website

We were intrigued recently by a Medium post from Tomaž Štolfa of Layer which explored the evolution of what he called “conversational interfaces” from DOS to the desktop trash can to instant messaging to more recent arrivals like SMS and Slack. His conclusion? Nearly every product or service online today “has or will soon have […]

Archetypes 101: Brands Rooted in Our Dreams

I don’t claim to be an expert in psychology, but it’s certainly one of my passions both in and outside of work. There are dozens of ways archetypes are useful, including personality tests like Myers-Briggs, but I find the most interesting relate specifically to the role archetypes often play in brands (and buyer personas are a form of […]