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Chocolate vodka? Dill pickle vodka? Bacon flavored vodka? Cinnamon Roll Vodka? Smoked Salmon Vodka. I kid you not. When it comes to branding for craft spirits, fantastical flavors are all the rage. Ten years ago there were basically only four or five choices of vodka. Now there are 20 brands, and every brand has a […]
Absolutely better branding for craft spirits Read More »
This past year I landed a new client who had been thinking of hiring a brand strategist for more than four years. This particular entrepreneur is exceptionally mindful about what he buys and who he works with. In fact, he’s particular to a fault, often over-thinking simple decisions and holding up progress in the
What to think if you’re thinking of hiring a brand strategist. Read More »
A lot of business owners seem to think Branding begins with graphic design. As if the logo or the sign above the building is the be-all, end-all of branding. Of course, that’s not the case. Branding begins much earlier and continues, unabated, as long as the company is in business. For start-ups Branding begins with
Where branding begins — A holistic approach to branding and business. Read More »
There’s nothing like a good origin story to remind everyone what your brand’s really all about. Phil Knight’s memoir, Shoe Dog, is an exceptional example. It spells out how the Nike brand narrative evolved as the company grew up. Like all good stories, it has plenty of interesting characters, plot twists and emotional ups and
From underdog to big dog: Take-aways from the Nike brand narrative. Read More »
Management guru Tom Peters once said, “Too damn few of us take packaging design as seriously as we should. When we consider it at all, it’s nothing more than a patina… a little something on top.” He was referring to CEOs and CMOs of multi-national corporations. The problem is even worse in small companies. Packaging
Packaging design — unwrapping a critical element of your brand Read More »
All great brands share three traits : Relevance, Credibility and Differentiation. It’s like a three-legged stool of success. Today we’re going to focus on credibility, or lack thereof. Many successful businesses are built around commodities or me-too products, with basically no differentiation. And you can build a trendy business on short-term relevance and one-time transactions.
Brand credibility killers — 5 things guaranteed to set off my BS detector Read More »
Moved into a swanky new office building last week. (Great views of Mt. Bachelor, Broken Top, Three Sisters and the Phoenix Inn parking lot.)
The Alexander Drake Building, Downtown Bend, OR As I was unpacking boxes, lifting heavy furniture and contemplating the feng shui, it occurred to me that professional service firms spend a lot of time and money on their office space. And rightly so.
Class A office space, Class A brand — Brand alignment with your location Read More »
What do you really believe in? What motivates you — heart and soul — to do your work everyday? What are the brand values that guide your operation? If you don’t know, you’re missing a great opportunity to differentiate yourself from the competition. Most small business owners never think about the important underpinnings of their
Successful brands are built on beliefs. (Not products) Read More »
So you want to hang up your own shingle? Or you have a great idea for a start-up, but you have no idea what to call it. This might be the closest thing you’re going to find to a DIY guide on how to name a new business. Eons ago, advertising pioneer Claude Hopkins said
Age-old advice on how to name a new business. Read More »
We turn ordinary companies into iconic brands. How? With category-busting strategy plus dazzling creativity. It’s a powerful double-whammy that produces the results you really need. Start your transformation today. Lets Talk ↗ NOTE: Keep both images to right side – one is for mobile View a case study ↗ View our portfolio ↗ View a
