There is an epidemic that traces back to one simple branding mistake that costs companies millions. It's this: ignoring the role of aspirations in ...
Go Big or Go Home: Branding Cosmetics the Right Way
If you've ever been engaged in branding cosmetics, this case study is for you. The room was dimly lit, the air thick with tension. The CEO put down his ...
Helping a Startup Avoid this Most Common Branding Pitfall
Most startups (over 97% by actual experience) begin with a fundamental flaw. It's the first inclination commonly driven by the thrill and enthusiasm of ...
