“But…All the Differentiators Are Taken!”
“But…All the Differentiators Are Taken!” It’s one of the common refrains I hear when doing branding consulting with small businesses and...
Creating a Preference for What You Sell
Did you know that the average supermarket has around 40,000 SKUs (shop keeping units, or different items and varieties on their shelves)?...
What Makes You (and Your Business) Authentically Tick?
The most common answer to the question, “What business are you in?” is a noun. What you offer, make, or sell. But who are YOU, really?...
How is Your Brand Doing on the Likability Scale?
I once heard a speaker talk about what he called, the 55-38-7 rule. The context was public speaking and he was conveying the fact that...
What’s Your “Keystone Attribute”?
One of the biggest struggles businesses have is determining their “one thing” brand essence—their dominant selling idea. That’s because...
A Brand is Nothing More Than An Expectation
If I give you my time or my money, I expect something from that transaction. Depending on the size of that transaction—the amount of...