Brand Identity


Core Values = Crap
20 Mar 2017

Core Values = Crap

During a brand workshop that I hosted several months ago, someone asked me a very poignant question: “I mean, isn’t doing stuff like core values a load of crap? Does it really make a difference?” Core brand values ARE a load of crap… when you’re not being authentic. I’ve seen a lot of companies come up with core brand values as a way to create...

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Uber’s Brand Problem
17 Feb 2017

Uber’s Brand Problem

The technology industry has a culture problem, and Uber happens to be the mascot. On February 19th, 2017, Susan J. Fowler wrote about her detailed experience working at Uber. Her story outlines multiple incidents of gender bias and her struggles working as a female in a male-dominated company. In case you haven’t read the post, it’s here. Shortly after, other women’s stories surfaced about their...

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Leaders Shape Brand Culture
06 Dec 2016

Leaders Shape Brand Culture

I’m fascinated by how branding shapes company culture. Culture is a direct result of how you intentionally define the core of your business. What values drive hiring? What driving factors influence your important business decisions? Good culture results in positive brand representation to the public. Great culture equals great output. Crappy culture equals crappy output. The “general public” includes business partners, customers, team members… the...

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What Higher Purpose Means in Branding
06 Jul 2016

What Higher Purpose Means in Branding

What inspires your employees, if anything? What brings meaning to what they do on a daily basis for your company, and ultimately the brand that they are working to support and elevate? What is your brand doing as a higher purpose, for your customers, or for the society as a whole? While I don’t think that a brand needs a purpose to better the environment...

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