Brand

8 posts

Brand Equity helps you give brand a stronger role in your idea by leveraging the associations the brand already holds in people’s minds: its history, symbols, quirks, fame, distinctive assets, familiar behaviours, and even its baggage.

Brand Asset Cultural Integration

Stop putting your brand on culture. Make it part of it.

5 min read

Strategic Brand Asset Absence

The logo is optional. The recognition isn't.

4 min read

The Sonic Device

Five ways to build a sonic device that earns its keep over time.

5 min read

The Scenario Device

Five ways for building a scenario that earns its keep across time.

5 min read

Parody Their Brand Codes

Your rival paid for that fame. Now borrow it.

4 min read

Distinctive Asset Tactics

No need for introductions. Just show up differently.

5 min read

Build Participation

Brands that become behaviour outlast brands that stay messaging.

5 min read

Build Desire

The brands worth wanting most aren't trying to be wanted.

3 min read

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