Brand Naming Architecture: How to Name Products as a System, Not One at a Time
Most naming problems I see aren’t naming problems. They’re architecture problems. A founder comes in asking me for…
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Brand Strategy
205 posts
Brand strategies are made out of so many different steps, from defining a brand purpose and positioning to brand identity. See some examples here.
Why Brand Strategy Needs Cognitive and Cultural Diversity More Than Ever
Brand strategists need to understand people. We look at their behaviors, motivations, challenges, goals, and the cultures they…
Sézane Was Winning. So Why Rebrand?
In the middle of August, while most people were slowing down and enjoying the last weeks of summer,…
Why Brand Strategists Should Think Like Anthropologists
Many years ago, I chose Anthropology for my undergraduate degree. I wasn’t sure what I wanted to do…
In Branding, What Exactly Is the Human Touch, and Can It Be Outsourced to AI?
Russian-born French artist Marc Chagall, whose distinctive style drew on Cubism, Fauvism, Expressionism, and other currents of European…
How KLM and JAL Turn Simple Objects Into Brand Memories
Between work and leisure, I hop on dozens of flights a year. Absent a memorable high or low,…
The Trend Gap: Why the Best Design Isn’t Always the Best Branding
Some rebrands are celebrated by designers the moment they’re released. They win awards, dominate design publications, and become…
Why Are Brands Extending Into Hospitality?
Lacoste opens a café in Monaco. Tesla launches a retro-futuristic diner in Los Angeles. Ralph Lauren serves burgers…
The Real User of Your Brand Guidelines Isn’t a Designer
Massimo Vignelli designed the New York City Subway map in 1972.¹ He designed the Unigrid system for the…
Consumer Research That Actually Brings Brands Closer to People
Nike. Starbucks. Bumble. The list can go on. It still surprises me how brands that were once so…
