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 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

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

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

Do you love branding as much as we do? Do you write regularly on branding topics? We may have a lot in common... We are a group of branding experts and

Written by Alex Valderrama, Founder and Principal of Cranium Agency This article was originally written for the World CSR Congress 6th edition. There is an uncanny ability for most consumers

Written by Alex Valderrama, Founder and Principal of Cranium Agency Most companies spend a significant amount of time creating their "Secret Sauce" primarily in the development of their product or