DEEP INSIGHTS ON BRANDS AND HUMAN NATURE

May 25, 2023May 25, 2023

Different or Distinctive: Which Should Your Brand Be?

Explore the intricate relationship between differentiation and distinctiveness in branding. Navigate the delicate balance between creating an instant, eye-catching brand identity (distinctiveness) and delivering meaningful uniqueness (differentiation). Successful branding harnesses the synergy of both within the unique competitive landscape. Break away from 'either-or' scenarios and shape your brand to be remembered, analyzed, and understood.

April 25, 2023April 25, 2023

Daddy, where do archetypes come from?

Are archetypes limiting or a source of endless inspiration for marketers?

April 5, 2023

I love my job. But I (used to) hate explaining it to others.

Are you struggling to explain what you do for a living to your grandma? This simple explanation will allow you to pass the "grandma test."

March 27, 2023

Cultural Evolution: How Institutions Can Adapt and Thrive in the 21st Century

I first noticed this disturbing trend 15 years ago. My then-client Canadian Bar Association’s membership numbers were going down… Rapidly and steadily. Upon research, we realized that their century-old value proposition was no longer relevant. Data suggested that young lawyers did not “age into” greater concerns about their profession. Instead, their priorities were much different. Having …

Continue reading "Cultural Evolution: How Institutions Can Adapt and Thrive in the 21st Century"

March 13, 2023March 10, 2023

The righter we do the wrong thing, the wronger we become.

When it comes to branding a place, relying solely on marketing tactics is like trying to build a house with just a hammer. Prioritizing the quality of life, creating a hospitable environment, and attracting sustainable businesses are the real bricks and mortar of a successful brand.

June 7, 2021May 31, 2022

Travel Motivation Survey

October 16, 2020October 16, 2020

How to create a brand personality for a place that stands out?

If you were to ask me to name the least-understood concept in branding, I would say "brand personality." Plenty of insightful approaches exist for discovering a brand's purpose and promise. There are universally-accepted methodologies for developing brand identity and architecture. Marketing communication is -literally- a science. But I have yet to hear a branding expert …

Continue reading "How to create a brand personality for a place that stands out?"

August 4, 2020June 1, 2022

How culture affects cognition?

Did you know that 31% of Americans don't believe that global warming is happening -no matter how much scientific proof you present? Click here to discover why.

March 23, 2020March 23, 2020

Crisis Communication Tactics during Covid-19

The world is facing a significant threat. In times like this, managing the crisis is not enough; one must also properly communicate the crisis. That said, communication tactics that work in regular times do not work when there is a crisis. If you want to communicate effectively in times like this, then read the below …

Continue reading "Crisis Communication Tactics during Covid-19"

February 18, 2020February 10, 2023

How funny your brand should be?

Back then I was collaborating with a renowned agency on a re-branding project. Upon completion of nation-wide research, we started working on brand personality, one of the building blocks of brand strategy. At that point, the creative director of the agency adamantly insisted that the brand should opt for a humorous tone of voice - …

Continue reading "How funny your brand should be?"