4 min read
How Ethical Brands Can Avoid the ‘Virtue Signaling’ Trap
The Power of Narrative in Ethical Branding A brand’s narrative is more than just a marketing tool—it’s the foundation of its identity. The most...
Strategy & Positioning
3 min read
Building an Empathetic Brand: A Journey Towards Deeper Customer Connections
When we talk about building an empathetic brand, we first need to define what empathy means in a branding context. Empathy is the ability to...
4 min read
Impactful Communications: A Review of ‘Breaking Through’ by Sally Susman
Sally Susman’s Breaking Through: Communicating to Open Minds, Move Hearts, and Change the World stands out as an invaluable guide for those seeking...
5 min read
Brands are Relationships: Get It Right In Two Steps
In today’s market, branding transcends mere logos and taglines; it’s about creating relationships and stories that resonate with consumers on a...
3 min read
Navigating Purpose as a Business: A Deep Dive into ‘Higher Ground’ by Alison Taylor
In today’s rapidly shifting corporate landscape, where the expectation that businesses serve a greater purpose is growing, Alison Taylor’s Higher...
5 min read
Building Brands in the Narrative Economy: A Guide for Modern Marketers
The age-old paradigms of feature-focused advertising will no longer serve brands today or into the future. To succeed, marketers must embrace what we...
2 min read
Review: “Start at the End: How to Build Products That Create Change” by Matt Wallaert
Matt Wallaert’s Start at the End: How to Build Products That Create Change is a compelling guide that distills the author’s extensive experience in...
2 min read
Review: “Influence: The Psychology of Persuasion” by Robert B. Cialdini, PhD
Robert B. Cialdini’s book, Influence, considered a seminal work in the field of persuasion, meticulously explores how certain psychological...
2 min read
Review: “To Sell Is Human: The Surprising Truth About Moving Others” by Daniel H. Pink
Daniel H. Pink’s To Sell is Human: The Surprising Truth About Moving Others offers a refreshing look at the art of selling in a world where everyone,...
2 min read
3 Ways to Apply Psychology to Your Brand Right Now
You want to apply psychology to your brand. You think having a more emotional brand is probably the way to go. But let’s be honest, the psychology of...
4 min read
What is a brand and how do you know it’s any good?
There is very little agreement among academics and practitioners regarding what is or is not a brand. Even less regarding what makes for a good one....
4 min read
Marketers Need to Pledge to Do No Harm: The Marketer’s Oath
Marketing has an impact on people’s lives. The benefit of that impact is up to us. Yet, there are very few expectations on marketers as an industry...