Protip: Find Your Brand’s Enemy

When you identify your enemy, you give everyone inside and outside your company a shorthand by which to understand and describe who you are, your values and what you probably do. Think about it: Your enemy: termites. Your organization: pest control Your enemy: the confusion of the tax code. Your organization: tax prep. Your enemy: Read More


No Brand Can Be Everything

Brands fail when they try to be everything. And even though we can easily tell the difference between brands that know who they are and brands that don’t, developing your own brand can seem random and uncontrolled. Let’s see if we can arrive at some clarity. “The World Needs You As You Are.” And it Read More

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