The best brands stand for something: a big idea, a strategic position, a defined set of values, a voice that stands apart. Symbols are vessels for meaning. They become more powerful with frequent use and…

Effective brand strategy provides a central unifying idea around which all behaviour, actions, and communications are aligned. It works across products and services and is effective over time. The best brand strategies are so differentiated…

Making a difference has become essential to building a brand. Consumers are shopping their values, and businesses are rethinking their value proposition. The triple bottom line-people, planet, profit- is a new business model that represents…