December is here and we know what it means: year review and goals for the next one. Maybe you haven’t had the time to think about it yet, or is planning to do it only after Christmas or early January. Regardless of your timing, it is tempting to look at the latest market trends and […]
Diverse. Inclusive. Sustainable. Authentic. These are the current magical words to describe any brand willing to be well viewed by consumers. Let’s be clear, there is nothing wrong about wanting to be all those things, the problem is that very few companies can actually be what they preach. In today’s cancel culture, every little misstep […]
Have you noticed that although there’s no shortage of options to purchase a similar product, we are always inclined to prioritize certain brands? It’s because at the end of the day, we don’t just buy a product, we buy a brand. We buy what it represents and how it will make us feel. It’s an aspirational process about our perceptions, […]
We have already talked about why branding is an emotional process. Since it is designed to tackle specific emotions, it’s imperative to understand the motivation and meaning behind the brand. But in the process of building a business, the balance between the rational and the emotional sides is the pathway to succeed. The journey usually begins […]
Branding is essential, how can we differentiate ourselves and build a truly meaningful brand? This video is about finding your motivation in order to create meaning and developing a mindset that will lead to a unique brand.