Something sinister happened over the past algorithmically driven decade: brands took a sharp turn toward efficiency and benefits mindshare, often focusing on a laundry list of functional and emotional whoop-de-doos.

It’s this paint-inside-the-lines mentality that stokes irrelevancy and meaninglessness. And the whole point of a brand is to create an ... See more

A good brand strategy should be:

• Rooted in truth: Not invented out of thin air - it elevates something that is true about the business


• Differentiated in the category: It captures a sentiment in the category that no one else already knows


• Emotionally rich: It responds to an emotional opportunity with your audience in an inventive, rich way


• Creativel

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