So many brand teams think getting the right celebrity or influencer to promote their product will make them soar. Not true. If there is no magnetic concept or idea to latch onto, your campaign will not go off.

🏛️ Do you have a solid brand platform that governs everything you do as a brand? Are you sure...?

Because I talk to brand teams all the time where not everyone (or in some cases, no one) on the team really knows what it means to be on brand.

I recently developed a test method so you can know for sure.

One big thing brands struggle with is TRENDS. Do you participate like everyone else, or sit out and miss all the fun?

Here's my advice: Do the opposite.✨

There are two words you should never use when building a brand platform: "target" and "demographic." Read on to find out why, and what to say instead.

Several years ago, I started giving my clients a brand sign. As in zodiac.

I'm not talking about pinpointing the date of the brand's founding and running its natal chart. What I do is assign it an astrological archetype as part of its emotional and intellectual operating system. This gives the brand one of the most essential things it needs to be successful: a VIBE. ✨

Have you ever tried to write a tagline for your brand and failed?

Maybe you realized, somewhere in the process, that you're not even sure what a tagline is, or what it's for. To write a good tagline, you need to understand how it functions.

It might help to know two things a tagline is often confused with.