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brand meaning

Personalization Can Drive Meaning For Brands

September 19, 2018 —

Personalization Can Drive Meaning For Brands

What helps create a truly meaningful brand? A flawlessly articulated purpose? A killer logo? A leadership team that really understands the value of brand? Complete internal alignment? Oftentimes, the interplay of many different brand elements work together to create cohesive and lasting meaning. But one element that is gaining value in the world of branding is personalization. Right now, personalization is “in” with brands. Mass consumption and mass production are becoming things of the past. These days, brands that matter and resonate with people are the ones that feel like they’re...
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Brand Moments Matter More than You Think

July 9, 2015 —

Brand Moments Matter More than You Think

There are many “tangible” brand moments that are under direct control of a brand (the lobby people enter,  the ad campaign they see, the packaging on the product they open, etc.) However there are also many “intangible” moments that play an important part in defining the success of a brand. These are moments when employees of the brand interact with other employees, customers, partners, suppliers, distributor, investors, community leaders, and so on. Behind every great brand, there are great people talking with important people. When a brand seeks to move toward...
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