Recent Posts
December,
2018
Using storytelling to build a purposeful brand
Modern Brand Principle #6: Speak directly, emotionally, and authentically Storytelling is particular to humans. It’s how we’ve thrived and come to dominate other species. It’s how we understand...
September,
2018
The Subtleties of Etymology, Phonetics and Linguistics When Naming
We do a lot of naming. About a third of our business comes from it, and we have a real passion for both the creative and the process of landing a name within an organization. There’s no ONE thing...
July,
2018
Why should a corporation concern itself with purpose?
Modern Brand Principle #1: Have a Purpose
April,
2018
What does it mean to be a modern brand?
About two months ago, a favorite client came to us wanting to know what makes a modern brand. What makes a brand today resonate and grow? It’s not marketing. What we’ve discovered is that it’s about...
October,
2017
Big B, little b, what kind of b?
Companies that engage with big B, Brand are companies that are better aligned, more innovative, and attract top talent. Companies that make brand an afterthought about how to package a message or...