Category: Brand Strategy

June 5, 2015

A lot has been said about purpose-driven branding the past several years, and for good reason. Roy Spence’s book “It’s…

March 16, 2015

It’s a perfect Colorado weekend: two sixty degree days in the middle of winter. The rest of the world is…

February 16, 2015

Written by Alex Valderrama, Founder and Principal of Cranium Agency Starting a new company has many challenges, and the feeling of…

December 30, 2014

Written by Alex Valderrama, Founder and Principal of Cranium Agency Today we will cover the initial steps necessary to begin positioning…

November 4, 2014

Written by Alex Valderrama, Founder and Principal of Cranium Agency We often speak about "differentiators" when defining a brand. In branding terms, a…

October 13, 2014

Written by Alex Valderrama, Founder and Principal of Cranium Agency Many years ago I worked as a phlebotomist at a major…

October 12, 2014

It’s a copywriting mistake I’ve seen many times and it can really hurt your brand image. The problem is marketing…

August 16, 2014

Guru, guide, partner or helper? In the eyes of customers, does your content appear to come from a guru, guide,…

July 25, 2014

It’s a simple fact. When your prospects are presented with unclear, inconsistent or muddled brand messages, they instinctively say “no,”…

February 6, 2014

One of the biggest questions I hear often is... "What's the difference between a mobile web app and a native…