Martin Lindstrom is an expert on branding and culture. TIME Magazine named him one of the “World’s 100 Most Influential People” and Thinkers50 considers him one of the world’s top 20 business thinkers. The Danish author of bestsellers like Buyology, Brand Sense, and Brandwashed is also founder and chairman of Lindstrom Company, a branding and culture […]
Matt Miksa is a former FBI counterintelligence analyst and the author of the spy thriller 13 Days to Die. Since leaving the U.S. intelligence community, he’s worked in the field of branding and digital marketing for the past decade. Currently, Matt is the Senior Director of Brand Strategy at Razorfish. Matt and I worked together […]
Stop me if this sounds familiar. When your company last created or evolved its brand, a few things happened. First, a team of key people in the business gathered into a room. They discussed at length (possibly with an agency present) what the vision of the brand was—painting a picture of what the world would […]
I hear this phrase a lot from creative people: “I have one ‘crazy’ direction. They [the client] probably won’t pick it.” I sometimes wonder what would happen if the client did pick it. Shouldn’t all directions you present be suitable for the client in one way or another? Of course, one direction can involve more […]
Brand strategy is an articulation of the ideas upon which a brand is built and/or the plan for systematically expressing those ideas through identity and brand experience(s).