What Is Brand Marketing? & How to Build Your Brand Identity in 5 Steps
Brand marketing is a way of setting your product apart by shaping perceptions of your company’s brand. We explain how to do that through four important brand elements.
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If you build a brand without considering its use you’re wasting your time
Borrowing from philosopher Ludwig Wittgenstein, brands should not be defined by what they are, but how they are used. Trying to inject a profound meaning into brand is merely an exercise in ineffective positioning.
Anatomy of a Product Placement
As consumers skip ads and streaming content balloons, brands aim to be everywhere all at once.
The Principles of World-Class Brand Storytelling
Hero, setting, plot—and how to combine them to bring your story to life
“You don’t get it. You aren’t the point.”
The surprising reason why your brand sucks at storytelling, and what to do about it.
Why Messaging Is Luxury’s Superpower
In luxury, it’s the story that carries the value, not the product. If brands don’t get their messaging right, the consequences can be disastrous.
«Very few companies manage to have one message, or one brand story, across the organization. Brand stories today are — in most cases — a sea of sameness.»
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