Big
Thinking
Inside out branding
Most companies have focused their attention on the most visible aspects of a brand: the logo and tagline, the carefully crafted advertising campaign, or the cool web site that was just launched. But, the brand is still about what's under the surface.
The brand bond
We all have relationships with brands. During branding workshops, I ask participants to name the brands they've encountered so far that day. Participants often mention some of the same brands: Starbucks, Crest, Apple, Dell, Toyota, BP, Google, and Pepsi.