Your Brand should feel Human
001
People judge companies the way they judge people. Most companies respond by sounding like no one in particular.
Your Brand is the first thing they Believe
002
Before the deck, before the product, before you are in the room, someone has already decided how seriously to take your company. Your brand made that decision for them.
Premium is what you Refuse
003
What separates the companies that command a higher price is a series of decisions, and most of them are refusals.
Taste is a Business Decision
004
Making things has become cheap. Choosing among them has not. The companies that choose well have usually decided, deliberately, who does the choosing.
When to Rebrand, and when to Leave it Alone
005
A rebrand is one of the few decisions that can destroy value a company has already paid for. It is also, occasionally, the most useful thing a leadership team can do. Telling the two apart is the work.
Brand is the only Marketing that Compounds
006
Most marketing is rented: it works while it is paid for and stops when the payment does. Brand is the part a company gets to keep.
Your Brand should feel Human
001
People judge companies the way they judge people. Most companies respond by sounding like no one in particular.