Brandy Cerne

Instrumentalization is the force that shapes our identities into tools. We identify with what we do , how we're used, and how we're valued more. We lack a sense of agency and feel beholden to those individuals or institutions that would use us as tools.

Do we become homeowners, for instance, because we want to own a home ? Or because social,... See more

Brand sustainability comes down to two things:  relevance and differentiation.  Something either affects a brand's relevance; is it meaningful to my life today? And its differentiation; is it unique and can I identify that uniqueness? Everything falls into one of those two buckets as it relates to brand.  The goal is to be high on both. 

There are

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Gifts, to me, are deeply meaningful, which is why I get so mad when a business gives me a cheap tote with a branded USB drive. Try harder! Do better! Gifts are a way to tell people you saw, heard, and recognized them—that you cared enough to listen, and to do something with what you heard. A gift transforms an interaction, taking it from... See more

To me, a membership is something you pay for to get access to a benefit you’re after. That benefit can be a community of your peers, but it doesn’t have to be. For example, you might have a Costco membership, which gives you access to the store, but there’s no Costco community.

Don’t confuse imagery with things like logos and fonts, though these may be a part of it. Instead, consider imagery to be more about customer perception and brand image.

Brand image deals with the types of feelings a customer has about a brand. In order to create a positive brand image, you’ll need to do the following:

• Learn more about your audience


• U

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As far as the education of children is concerned I think they should be taught not the little virtues but the great ones. Not thrift but generosity and an indifference to money; not caution but courage and a contempt for danger; nor shrewdness but frankness and a love of truth; not tact but love for one’s neighbour and self-denial; not a desire for... See more

“Whenever someone tells me they’re expecting their first baby and they’re nervous, I tell them the following: ‘Oh my goodness, that’s wonderful. I am so happy for you. Listen, of course you’re nervous but here’s the deal: you’re ready for all the bad stuff. You’ve been very tired before. You’ve been in pain before. You’ve been worried about money... See more