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Business

The Brand is Not Part of the Business; It IS the Business

People don’t invest a lot of time on details. They sort out the promise a brand makes and the meaning...

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Story

Every Brand is a Story. How Will Yours Be Told?

Storytelling is the most elemental form of human communication. People pass along their brand experiences to others in the form...

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Synthesizing Across Platforms, Channels and Partners

Last month, I attended the Shopper Insights in Action Conference at Navy Pier in Chicago. This year’s theme around synthesis...

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rock climbers

Higher-Purpose Branding

IBM is an example of a company with integrity and authenticity, and as the best business leaders know, these are...

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FEI: Magic or Models? (Hint: start with WHY)

I thoroughly enjoyed participating in the Front End of Innovation Conference in Boston last month. It was a terrific opportunity to...

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Our Touchpoints – Total CX Experience Leaders Summit

In recent years, “Customer Experience” (CX) has become a growing buzz-phrase in branding circles as businesses find that their products...

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3 Concepts from ARF RE: THINK

We recently attended the ARF RE:THINK conference in New York City. The conference was well programmed and there were some...

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Doing Well By Doing Good

An effective brand’s most important reason for being comes in the articulation of its purpose or mission. A mission is...

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From “Voice of the Customer” To “Mind of the Customer”

One of our critical mantras here at Brandtrust is, "If you want to know why people do what they do, the worst thing you can do is ask them."

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Want people to try your brand? Use metaphors.

Metaphor plays a big role in our everyday speech and in brand thinking. What may appear on the surface to be funny is, in fact, quite a serious proposition.

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