Inquiries and insights into creative excellence.
If any one element of a brand platform can stand on its own as what the brand is, it’s the tagline. Like an overarching theme or moral of the story, these few words say everything we need to know about the entity and how it might be relevant to our lives. They explain everything the brand ever does and why you should care.
Read MoreA brand is not a thing, not a noun. Not exactly. A brand is better thought of as a verb. An action. In order to be relevant, it has to do something, and not just pump out product or perform services. That’s not enough. No, for a brand to really matter, it has to do something to your heart.
Read MoreTrends are hard on the psyche. They lead us to believe that everyone is doing this one thing this one way, and if we are not interested in that, then we are alone. In fact, the larger and louder a particular trend is, the more likely people are to be looking for something else.
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