This is it, remarka-fans. How to tell a remarkable brand story This month, I’m cutting right to brand story—the heart of a...
Mike Jones
The Power of a Great Brand Metaphor
There’s any number of highbrow ways to kick this article off. Where to start? In going with a splendid example of a...
Tell a Better Brand Story by Embracing Your History
Unless you work in the candy industry, you probably didn’t know that M & M's only became a household name after selling...
The Importance of Location in Brand Story
Here’s our elevator pitch—Star Trek on a pirate ship. Same cast. Same plotlines… but instead of the outer reaches of Deep...
Using Brand Archetypes to Build a Consistent Personality
If you watch a popular movie or read a best-selling book with your brain turned off, you’ll probably get some déjà vu....
Memorable Brands Have Personality
Not all brands have a personality, but the ones you remember do. Walking into a Mcdonald's is different from walking into a...
Brand Identity: Fine-Tuning Your Frequency
Bold vision separates the active from the passive, the fine-tuned brand from the scattered brand. Had he not imagined...
Your Brand Identity: What’s Your Frequency?
If you’re breaking ground with some new start-up in Austin, Texas, or in Silicon Valley, you’re in a place that eats,...
