The Journal.
Brand strategy without the agency bill. Essays on positioning, identity, and communication, and what most brands get wrong before they even start.
We Do Quality Work Is Not a Positioning
If your brand positioning could belong to any of your competitors, it belongs to none of them.
Why Your Brand Positioning Is Failing: Three Questions That Reveal the Problem
If your team cannot answer these three questions consistently, you do not have a brand. You have a business that looks like one.
The One Word Exercise: Why It Is the Hardest Thing in Brand Strategy
Ask a founder what their brand means in one word. Watch what happens. That reaction tells you everything.
Why Naming Your Competitor in Your Positioning Makes You Stronger
The brands that refuse to acknowledge competition are usually the ones losing to it.
What Brand Positioning Really Means: The Question Most Brands Avoid
Most brand positioning fails for the same reason. Here is what it is, and what to do instead.
What Is a Brand Manifesto – And Why Yours Is Probably Wrong
A manifesto is not a mission statement. It is not a tagline. Most brands have no idea what it actually is.
What Independent Boutiques Actually Look for in a Wholesale Brand
It is not price. It is not minimum order quantity. Here is what actually makes a boutique owner say yes.
Why Most Creative Briefs Fail Before the Designer Starts
The brief is not the designer’s problem. It is yours. Here is how to solve it before the project starts.
Brand Values vs Crisis Values: The Values Your Decisions Actually Reveal
Your real values are not the ones on your website. They are the ones that survive the moment when keeping them costs you something.
Brand Identity vs Brand Platform: The Expensive Mistake Most Brands Make
You hired a designer before you knew who you were. Here is why that always ends badly.
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