Category: Brand Trends

July 18, 2016

“At the end of the day, it’s about quality!” shouts the company CEO. Wrong! At the beginning of the day,…

May 21, 2016

Written by Alex Valderrama, Founder and Principal of Cranium Agency There is a lot that goes into choosing the right name…

November 11, 2015

Written by Alex Valderrama, Founder and Principal of Cranium Agency Have you ever wondered what makes a great brand? The…

November 11, 2015

As executive director of an association of business-to-business marketers – young professionals have captured our attention. I knew in my…

September 26, 2015

Written by Alex Valderrama, Founder and Principal of Cranium Agency Historically, many companies fail within the first couple of years. The…

July 21, 2015

Let’s face it. When your prospects are presented with inconsistent or muddled brand messages, they instinctively say “no,” and move…

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…

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…