Remember this line?

When Mr. Bilbo Baggins of Bag End announced that he would shortly be celebrating his eleventy-first birthday with a party of special magnificence, there was much talk and excitement in Hobbiton.

How about this one?

Mr. and Mrs. Dursley of number four, Privet Drive, were proud to say that they were perfectly normal, thank you very much.

Even as I write I feel myself getting sucked in all over again. There’s something very special going on in those opening lines to two of my favorite novels.

If you’re not feeling it, you’re probably Spock…or you haven’t read the books.

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People don’t become brand fans because of what they see businesses do. They invest in why business do what they do.

You might be thinking, “But wait, people will buy from “why-less” brands all the time!” (like Walmart, for instance)

My response is this: You’re right, but no one is in love with them either.

No one is proudly wearing their t-shirt.

No one is jumping through hurdles to work for them.

No one is talking up the brand to their friends because “they’re simply the best.”

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Unified Design: The Next Frontier in Branding

Someone once said, “Life is a journey, not a destination.”

This quote doesn’t just apply to life. The same is true for your brand. Customers often go on a multi-screen journey with your brand as they move from device to device.

You probably do it too.

Have you ever used your iPhone to fill up your online shopping cart, but then finished the transaction on your laptop? Maybe you’ve started watching an amazing new show on your living room TV, and then picked it back up the next day on your Netflix mobile app.

Welcome to the new norm.

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