How to bring your brand tension to life?

Brands are becoming less and less distinct, and there is reliable data that supports this trend. Interestingly however, the ones that break away from their categories have something common: They integrate two seemingly opposing personality traits. This hypothesis is called Brand Tensity, and we have already discussed half a dozen way of finding yours. Based [...]

How to differentiate your brand? Part 5

How to differentiate your brand? Part 6Over 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 five blogs, I offer different methods to discovering and leveraging the duality embedded inside your [...]

How to differentiate your brand? Part 4

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 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 [...]

How to differentiate your brand? Part 1

Here is the news flash: 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. For instance, think about Harley Davidson (rebellious yet social.) Or Target (affordable yet chic.) Or Tesla (environmentally conscious yet [...]

Top trends in 2017

Our annual trend report collection is out! If 2016 was any indication, 2017 is going to be a challenging year. What has been trending this year? Which movements will emerge next year? We compiled twelve great trend reports so that you can smoothly navigate the stormy waters in the upcoming 365 days, 5 hours, 48 minutes, [...]