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Would your company be missed if it disappeared tomorrow? Not your product, your company. If you’re not sure, ask yourself and your team: • Why do we exist? • What difference does our company make [...]

Just as brand alignment and community formation occur when customers identify with the values a brand represents, there is a similar opportunity for social impact companies to connect with [...]

A brand’s essential function is to help people differentiate between products and services with similar benefits. A well-cultivated brand has the power to do much more. Over time, a brand can [...]

It’s time to face a harsh reality: social responsibility’s power as a differentiator for brands is waning. This is due in large part to the fact that so many brands have embraced it. Most people [...]

Be honest – I promise not to tell your spouse / partner / Tinder date – do you love a brand? A recent study compared the experience of interpersonal love to the experience of brand love to [...]

If you don’t know what a campogo is, don’t be alarmed – it’s a portmanteau I made up to describe a campaign logo, or the visual identifier that represents a particular campaign.

A magical thing happens when customers experience a company’s brand promise of Purpose: they start to think of the company as one they can trust. One that cares about them. One they can [...]

If you’re starting or growing a business, you’re probably focused on product development, sales models and company culture. Whether or not you’re making a conscious effort though, you’re also [...]

Okay, okay – I know it’s a bold headline but after reading Brand Thinking for our book club meeting, I honestly think it’s true. In Brand Thinking, Debbie Millman collects a series of interviews [...]