Purpose or Impact

Purpose that is not intrinsic to the business is fragile More and more these days, Brands are expected to stand for something greater than what’s delivered by the product or service. This has manifested over the past handful of years—in a push-me-pull-you sorta way—as...
Brand Positioning As Feedback

Brand Positioning As Feedback

So what exactly is a brand? A brand is a person’s gut feeling about a product, service, or company. It’s a gut feeling because we’re all emotional, intuitive beings, despite our best efforts to be rational. —Marty Neumeier, The Brand Gap. One of the...