BrandingLeak
The Pandemic That Never Ended
The pandemic was treated as an event. I saw it as a process. It hasn’t ended because it shifted from…
A Pandemia que não terminou
A pandemia foi tratada como evento. Eu a enxerguei como processo. Ela não terminou porque deixou de ser sanitária e…
WHO CHOOSES ANY NAME ACCEPTS BEING ANYTHING.
It was 2003. Tech startup, three brilliant founders, revolutionary product. Company name: “SoluTech Integrated Systems Ltd.” I asked: “Why that…
IF YOUR BRAND DOESN’T HAVE A SYMBOLIC ENEMY, MAYBE IT’S FIGHTING FOR NOTHING
I first saw this in a repositioning meeting in 2011. Client: 40-year-old cosmetics brand, sales down 15% annually. The head…
A brand doesn’t need to be everything to everyone. It needs to be everything to someone.
I remember the first time I presented this statement in a branding workshop. It was 2007. Client: regional bank wanting…
