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

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After 5 years building in consumer, a huge learning is that “creating a feeling” is the most inportant thing for building a resonant brand. Product and services end up being interchangeable but the feeling in a customers mind is not. The best brands are the best storytellers with the most authentic messaging. To action this, we’ve seen success... See more

The core differentiation from brand strategy to brand universe strategy is beginning the branding exercise with the understanding that (1) there is a core brand message, idea, or offering your brand is attempting to communicate and (2) beyond the purchase, you desire to leave a lasting creative, identity-based, aspiration-focused, or context-based... See more