Creating the MythBeyond storytelling lies the creation of a brand myth or legend, at the execution of which some brands in the luxury category excel. Let...
Branding isn’t just for consumers….Branded ingredients or components have been around for years. One only has to look at the emergence of the aspartame market in the...
To slogan or not to slogan? – now there’s a question.If you have something to say, say it. That’s what I tell my clients. Of course saying it in a succinct, relevant and engaging way is the...