What makes a brand special ?
business becomes a brand when it transcends its category of origin. It takes an existing core equity, or a particular philosophy, and it infuses that idea into everything it does, furthering its reputation or world view one product, service or line extension at a time.”
Meera Kothand • Uncover Your Difference
Brands, at their best, can be deeply aspirational drivers of humanity. They are optimistic creative objects, which make them among the best vehicles for human self-determination that we have, especially as other vehicles for meaning-making and impact decline in importance
From Brand Strategy to Brand Anarchy
The 2025 State of Brand
The 2025 State of Brand explores evolving brand strategies amid technological advancements, emphasizing authenticity, human connection, durability, and optimism to foster consumer trust and engagement in a rapidly changing landscape.
assets.ctfassets.netYour business exists in the context of a marketplace, but also in the context of your lived experience.
Defaulting to the norms of your industry will shape your business to be similar to the rest, where the best entrepreneurs zero-in on their self expression. Do you have an eye for good design? Inject design into a tasteless industry. Do you have a ... See more
Defaulting to the norms of your industry will shape your business to be similar to the rest, where the best entrepreneurs zero-in on their self expression. Do you have an eye for good design? Inject design into a tasteless industry. Do you have a ... See more