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 - [...]

How to differentiate your brand? Part 3

Over the last two decades, brands have become 200% less distinct from one another. The ones that stand out, however, have something in common: They integrate two seemingly opposing personality traits. In this series of six blogs, I offer different methods to discovering and leveraging the duality embedded inside your brand. By tapping into these insights, [...]

How to differentiate your brand? Part 2

Over the last two decades, brands have become 200% less distinct from one another. The ones that stand out, however, have something in common: They integrate two seemingly opposing personality traits. In this series of six blogs, I offer different methods to discovering and leveraging the duality embedded inside your brand. By tapping into these [...]

Symbolic Meaning of Numbers

Are you considering to use numbers as a part of your brand? Then, you may want to learn about the symbolic meaning of numbers! For instance, why do you think 7 is the world's most popular number? Or does 5 have a gender? Which of the following is better to convey a sense of uniqueness? [...]

How to brand a destination?

Is place branding a money trap invented by evil advertising agencies? Is it a fool’s gold for destinations? Has any place ever benefited from so-called place branding? How about this scary stat?: 86% of place branding projects fail within a year of introduction. Is there a way to break this curse? Let's figure out the [...]

Archetypes or stereotypes?

Ottawa ad campaign

Recently, I have learned that 86% of place branding projects fail. While the research does not explain why, I am willing to bet that one of the principal causes of failure is “thinking stereotypically instead of archetypically,” and go even farther to suggest the only way to successfully brand a destination. Case in point: Ottawa. The picture on the left was taken [...]

Brand Jordan

NBA lockout is about to end. The hot topic of discussion is what's the damage to Brand Jordan? Michael Jordan is arguably the greatest basketball player of all times. But his skills and will are not enough to explain how he became the magnetic person that he is. During his Hall of Fame induction speech, [...]