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The key to unlocking brand potential lies in recognizing your brand not as a marketing initiative, but as a set of customer perceptions and expectations that arise from interactions with your company and products. This understanding revolutionizes the job of brand management. No longer just a marketing function, branding becomes the far-reaching task of aligning all corporate actions, processes and investments…

Once you’ve mapped out your fundamental brand concepts  in the first stage of the Brand Activation process (see Brand Exploration), it’s time to formalize the brand. The Brand Creation stage produces a coordinated set of words and visuals that help the brand project a single, consistent image to all that encounter it. The most visible products of Brand Creation comprise…

The first step in the brand activation journey is a strategic one. We call it Brand Exploration because it’s about searching out answers to the big strategic questions: What drives your company? What makes it remarkable? How will it change the world? What unique value does if offer to its customers? If these seem like obvious, basic questions… well, they…