Mike Renaud

A brand is not a logo. A brand is not a corporate identity system. It’s a person’s gut feeling about a product, service, or company. Because it depends on others for its existence, it must become a guarantee of trustworthy behavior. Good branding makes business integral to society and creates opportunity for everyone, from the chief executive to... See more

‘Emotional generosity’ is the ability to see beyond behaviours we don’t understand by proactively looking for compassionate ways to explain them. Sometimes, this is easy; if a toddler starts crying or throwing a tantrum, we might wonder if they’re hungry, or tired, or hurt. Sadly, it’s not so simple for adults — and especially for our co-workers.... See more

A lot of people ask me for advice on writing presentations. They often think a good presentation has to spring from a moment of creative insight or inspiration. I point them at a quote from the science fiction author Octavia E Butler: “First forget inspiration. Habit is more dependable. Habit will sustain you whether you're inspired or not.” The... See more

DISTINCTIVENESS is the quality that causes a brand expression to stand out from competing messages. If it doesn’t stand out, the game is over. Distinctiveness often requires boldness, innovation, surprise, and clarity, not to mention courage on the part of the company.

The ability to subtract features is the rare gift of the true communicator.

A charismatic brand includes a dedication to aesthetics. Why? Because it’s the language of feeling, and in a society that’s information-rich and time-poor, people value feeling more than information.