Uncover Branding & Corporate Identity principles. Understand Value Proposition vs Brand Essence. This week, as part of our educational series #learning4leaders Branding expert Alex Valderrama of Cranium Agency, sheds the

Great brands are successful not only by defining a unique offering to their customers, but also by creating a unique position in the marketplace.

A Closer Look At Brand Engagement There are plenty of reasons why someone may not purchase a product or service. The biggest reason may be that they do not have

When it comes to branding, few things are more important than the voice. Every successful brand has a voice, a muse, that connects with the target audience and brings comfort

When we conduct brand strategy workshops, we are often given the challenge to define the "Brand Promise" for the company. Arriving at the final brand promise statement takes a little

In the late 1980s, I got my first job at W.B. Doner & Co. in Detroit, which would soon become the world’s biggest-and-best privately held advertising agency. One of the

The goal of every brand is to create a strong bond with a multitude of "Micro-Moments." These micro-moments are crucial to the success of the brand. As companies develop their

You probably have seen articles that talk about how influencers can charm the pants off of your customers, creating warm fuzzies that will result in a happily ever after relationship

Before we jump into the reasons to rebrand, in order to add context for this article, let's first discuss what it means to rebrand. A rebrand or brand refresh is