Thinking out loud.
Browse by topic
Brandology
-
Human-Centered Design Begins Where Assumptions End
Human-centered design replaces internal assumptions with evidence from real people, real tasks, and continuous testing.
-
The Sale Is Where the Brand Promise Gets Tested
Post-purchase engagement should help customers feel informed, supported, and confident in their choice. That requires more than another automated message.
-
Brand Authenticity Is the Alignment Between Promise and Practice
Brand authenticity is earned when a company’s promise, operations, evidence, communication, and long-term behavior stay aligned.
-
5 Key Tips For How To Brand Events For Massive Success
Five principles for building a durable event brand: belonging, meaningful progress, participant storytelling, recognizable consistency, and physical artifacts worth keeping.
-
52 Marketing and Branding Strategies, Organized by the Job They Do
A practical decision library of 52 marketing and branding strategies, organized by the customer or business constraint each one can help solve.
-
6 Branding Quotes Worth Keeping—and What They Mean
Six source-traceable branding quotes, each translated into a practical decision about simplicity, promises, purpose, experience, focus, and coherence.
-
What is Brand Association and How To Harness Its Power.
Brand associations connect a name with expectations. Learn how products, experiences, visual cues and partnerships shape what customers remember, and how to map those meanings.
-
10 Branding Books—and the Job Each One Does Best
Ten useful branding books organized by the strategic job each one does best—from positioning and purpose to culture, storytelling, and growth.
-
How We Built XFX by Turning the Box Into the Brand
A firsthand account of how audience knowledge, distinctive 3D packaging, an engineered X-shaped box and a defended brand voice helped transform XFX—and what success later taught me about questioning the system.
-
A Brand Story Is a Promise Under Examination
A useful brand story explains what should change, what the brand does about it and which real decisions make that belief credible.
