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This section is dedicated to a collection of articles I’ve written about brands and branding—ideas, insights, and strategies designed to inspire and empower brand builders like you. Whether you're shaping a new brand or refining an existing one, you'll find thoughtful perspectives and actionable wisdom to help navigate the ever-changing landscape of branding. Dive in, spark your creativity, and take your brand to the next level.
The Winning Edge: The Role of Mascots on Brand Success
Mascot branding has the power to forge deep emotional connections with consumers, effectively turning that love into solid brand loyalty.
The Who, What, How, Where, and Why of a Brand is Big
To help transform a product into a brand, we answer the big question: What is a brand? Including the Who, How, Where and Why with lots of graphics.
A Brand with Feelings: Emotional Branding
Emotional branding connects deeply by evoking feelings like joy, trust, and anticipation, creating lasting impressions and driving powerful consumer loyalty.
Brand Love: Target The Heart and Win Big
Discover how emotional branding and brand love drive customer loyalty. Learn strategies to create lasting connections and win customer hearts.
Cool Brands: The Cool Factors
Discover what makes a brand truly "cool." Explore factors like autonomy, originality, emotional connection, and more to cultivate a lasting coolness factor.
The Power of a Brand: How to Create Value from Nothing
Discover the art of branding—how powerful strategies elevate water from a commodity to a $200 billion industry, creating dreams in every bottle.
Discover how a mighty brand battle cry—tagline, slogan, or hashtag—can rally customers and employees, boost engagement, and drive brand success.
Discover eight inspiring Canadian women who overcame challenges to build thriving global brands, shaping industries with innovation, determination, and vision.
Explore six powerful reasons why brands must invest in social responsibility—from boosting profits to earning loyalty from socially-conscious consumers.
Uncover the power of pink in branding—a controversial, emotional, and impactful color that has defined identities, broken norms, and created opportunities.
Explore the rise of acronyms in branding—why companies are embracing simplicity and globalization with initials, and how this trend shapes modern brand identity.
Discover how lovable animals can create powerful brand identities. Explore their charm, emotional appeal, and marketing success in building unforgettable brands.