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…

Your brand needs tension

When Stephen Hawking was asked, how he has sold more books on physics than Madonna has on sex, he famously said, “Someone told me that each equation I included in the book would halve the sales!” So, he avoided using equations in his writing and became a bestseller. In the field of communications, there is…