Recent Posts
November,
2023
Distinction vs. Differentiation: Why being different isn’t enough.
I have to confess – I love the debate around distinction versus differentiation.[1] Although seemingly synonymous at first glance, in the context of brand strategy their meanings can be delineated...
August,
2023
Growth Hacking: Using Brand to Focus and Ignite a Startup
Creating a brand can be thought of as either a luxury by the startup community, or even as an investment without a clear return. Whether you think of brand as simply the outward expression of your...
July,
2023
Checklist: What makes a good brand strategy?
Whether you’re a startup ready to develop your brand strategy or a company considering a brand strategy refresh, we have a checklist of the ten criteria you can use to judge whether your (new or old)...
February,
2023
The First Rule of Primary Research: What do I need to learn?
The voice of the customer is important for any company that wants to remain relevant or resonate in a way that supports growth and staying power. Customer research can often uncover pathologies in...
January,
2023
How to design naming research for the real world
Naming research can be a hot topic for clients who want to know that their name is going to say or do all the things they want and need it to do. However, “testing” or “validating” names is tricky...