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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 [...]

In 2007, Neil Grimmer became a dad. Determined to give his daughter a healthy start, Grimmer and his wife started pureeing the same food they enjoyed throughout the day for their daughter. It was [...]

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 [...]

Recently, one of our clients decided not to share a very “political” article on social media. The article took a stance advocating for less reductive language surrounding political views and [...]

When John Elkington coined the term “triple bottom line” in 1994, he provided a needed framework for businesses wanting to focus on more than profit alone.

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 [...]

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 [...]