Confidence Is Contagious. So Is Doubt.
Customers borrow confidence from brands. Clear, steady, coherent brands reduce doubt and make decisions feel safer to make.
Brand Strategy
The Campaign That Worked for 20 Years Without Selling the Product
When Ted first walked into my office, he had a list. Three pages, single-spaced. Hours of operation, service bays, certifications, brands he carried…
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Why Some Brands Get Ignored at First Glance
Raymond Loewy was responsible for some of the most recognized visual identities in the twentieth century. The Lucky Strike cigarette package.
Why Customers Decide to Trust You Before You Speak
There is a moment that happens before every sales conversation, every first meeting, every proposal review. It takes less than a second.
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Apple Has Been Four Companies. Here’s Why That Worked.
Think about the 1984 Super Bowl commercial. A woman in an orange athletic uniform runs through a grey corridor pursued by stormtroopers.
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The $65 Million Orange Juice Mistake Brands Still Repeat
In 2009, Tropicana decided it was time for a fresh look. The brand had been around for decades. The packaging was familiar, orange with a straw…
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Why the New Brain Isn’t in Charge
I have a confession to make about a watch. A few years ago, I bought a Rolex. And for about three weeks after, I had an explanation ready for anyone who…