Why Your Brand Positioning Is Failing (And How to Fix It)
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.
How to Brief a Designer When You Do Not Know Who You Are
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 Only Test That Matters
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 Foundation: You Are Solving the Wrong Problem
You hired a designer before you knew who you were. Here is why that always ends badly.