brands and the behaviors around them are not rooted in reason but in emotion.

demystifies the nebulous word that is “brand”

At the root of any successful rebrand is a proven process. This cannot be overstated.

think about brand identity early. Who are you? What is your value? What should your company look like? How do you make people feel?

I advise you to choose a specialist, especially if you want the best results in terms of craft.

something I’ll call the three Ps: portfolio, process, and people.

They are able to shepherd you through the process, like our baker from earlier should have done, even if it means having difficult conversations along the way.

stuck in a tiring game of whack-a-mole. Decisions become reactive and lack direction. What should be energizing becomes exhausting.

As you consider agencies, consider whether they pay attention to the intangibles.