Positioning statement one of the elements of brand strategy, YAY or NAY?

[vc_row][vc_column width=”1/1″][vc_column_text] Positioning – the unsung hero of creating a brand that customers absolutely need and love. The thing that separates you from the competition. The thing that informs your audience what place you will occupy in their minds. Positioning tells people how they should feel about you and it can be the difference between […]

Forget Brand Archetypes! Try this…

[vc_row][vc_column width=”1/1″][vc_column_text] Forget Brand Archetypes…Try This Let’s talk about brand archetypes! (And why we don’t use them.) You see, some shmo invented them at some point and somehow they became the pet rock. Ok, ok – it was Carl Jung and he was no shmo. And really they’re genius (good for Carl ?) BUT We […]

The ROI of Brand Strategy

[vc_row][vc_column width=”1/1″][vc_column_text] The ROI of a Brand Strategy Template The ROI of brand strategy you ask? The short answer: INFINITY. But that’s not why you’re here, is it? There are lots of articles touting the ROI of brand strategy. They all do some sort of mathematical gymnastics trying to contort their elegant model into a […]

Is it worth it to create a Brand Experience?

No matter how hard I try to help people understand, it feels like an uphill battle sometimes. Sure, it’s a battle I’m willing to fight, but it’s amazing how hard it is to help people understand this one little thing… Branding today is more than just a logo or graphics. Branding is an EXPERIENCE. Branding is […]

The Three Absolutely Unbreakable Rules of Great Branding

Do you know how many rules there are in branding? Three. Ok, actually there are thousands, but only three that if you break I will send Gino my “muscle” to shake you down. Today I’m revisiting those three rules as they’ve been particularly important for some of the work I’ve been doing with creative for […]

What will you BECOME?

What will you BECOME? So this is a question I’ve been thinking about deeply over the last couple of weeks as I work on my new brand. Yes, Brand School is getting a new name and new positioning. Why? Because it’s no longer a school. The format has changed. With my new Brand Roadmap product […]

Your Online Story and The Line of Trust

So there’s something that’s been on my mind lately: Trust. Building trust as a business is exactly like building trust as person. It’s about consistency of character and repeatedly proving to people that you’ll act in accordance with any promises you make – spoken or unspoken. Let’s talk about the opposite for a sec. Have […]

Why Yellow Is By Far the Best Color For Your Logo

Yellow is an amazing color. First it’s the color of the sun – a color we associate with energy, daytime, vibrancy, heat. Van Gogh used yellow often because it helped his paintings vibrate off the canvas… So you see, yellow is by far the best color for your logo. But then there’s red… Red is […]

Be Specific. Impact Lies in Concrete Language.

The theme for this week is concrete language – language that creates a very clear vision in your audience’s mind. Businesses – especially service businesses – tend to use vague language when describing their business often because they want to make sure they cover all potential customers and markets. The truth is (and this is […]

Practice Creativity with These Book Recommendations

A friend asked me yesterday for some resources on creativity. He was looking to strengthen his own skills at creative problem solving at work. Surprisingly I didn’t really have the best resources for him. I’ve recently read a few books that skirted the topic, but none that took creativity head on. The truth is, creativity […]