What do you stand for?

colorful cutouts of the word purpose

Here is a universally accepted definition: a brand as a promise. However, for a marketer to focus solely on the promise is not enough. Here is why… We previously talked about how obsessed Millennials are with making a real difference. Fortunately for the world, and unfortunately for brand managers who got caught off guard, this is a new …

The art of naming

Having involved in many verbal identity projects, I must admit, naming is a deceptively difficult task. Most people (even some branding professionals) might think that naming a product or a company should be as easy as naming a pet or a child. Unfortunately, that is far from the truth. Why? Finding a strategically good name …

Path to happiness

Recently, I am reading Prof. Barry Scwartz’s book “The Paradox of Choice”. He teaches social theory and social action.  In this book, he did a stellar job explaining how “the freedom to choose everything” makes you eventually less happy. Western societies, particularly North American ones, are built on the premise that people should have the freedom of choice. The …

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