Way Smarter than Bugs
Creating a new category to win in the marketplace When positioning your brand, it’s always better to be different than to be better....
The “Above-the-Waterline” Stuff Matters
I make my own wine. No, I don’t stomp barefoot on grapes; I make my wine from a kit with juice concentrates and other additives. For me,...
Looking for a Branding Breakthrough?
Hint: Be Different. It’s human nature. Blend in. Don’t rock the boat. Don’t stir the pot. Don’t draw attention to yourself. But in...
Rebranding Done White (Right)
One of the most common criticisms of rebranding (and in this case, I’m focusing on the corporate identity—or logo redesign—aspect of...
Too Much of a Good Thing?
I think the idea of Pacific Shaving Company is exciting—the kind of company I would like to start if I had the concept…and the deep...
Yes Virginia, There Are Riches in Niches
There are many reasons to narrow the focus of your business through niching: You can’t build your business if you don’t stand for...