Brand Vision: What Is the World That Could Be?
Good stories have a common theme: they start in a world that is and show us a world that could be.
The narrative takes the hero from status quo to the envisioned destination.
Brand narratives can be constructed in a similar way.
Positioning and Differentiation: How to Stand Out as a Brand?
Positioning is about differentiation. "Always remember: A brand is the most valuable piece of real estate in the world; a corner of someone's mind." - Sir John Hagarty
Touchpoints and Brand Strategy: How Do We Build Associations?
Touchpoints are all customer interactions with a brand. Use brand strategy to consistently deliver great customer interactions.
A Pragmatic Look at Branding: What Is a Brand?
Brands don't exist in a vacuum. This 500-word article defines branding through the lens of senders and receivers.
Curation of Creativity Masterclass: Finn Bohn🤞
Finn Bohn🤞 is a curator of creativity. We talk about music, how advertising plays with perception, and about e-commerce as a testing ground for creativity.
Communication Disasterclass: Why Traditional Companies Struggle with Remote Work
Communication flies out of the window when companies move from co-located to distributed. Here's why.
Consistent Brand Execution Wins: A Starter’s Guide to the Brand Pyramid Framework
The Brand Pyramid is the highest-leverage framework for brand strategy. This post shows how to apply it.
