A final-year student asked me a simple question: What brand model do we use and sell?We don’t. Not in the way they meant. People don’t buy our process. They’re more interested in how we adapt to their challenge.Complexity resists templates. The more layered the company, the more it needs its own rhythm. Structure matters, but there’s rarely a unive... See more

* Your brand is simply the emotional connection people have with your business

With brands you love, you feel like you have a relationship with them. You are proud to be associated with them. The brands you love stand for something that is bigger than any product or service or unique differentiator. They have personalities that you are attracted to. They have beliefs that you share. And most of all, they have a story that you

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