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There are only three reasons to change an established logo.

To change an established logo in the marketplace should never be undertaken for reasons of fashionable style and decoration. “We want to change our logo”, said the Client. “Why?” I asked. “Our company is nearly 25 years old and we…

Your Beloved Reputation.

A beloved Reputation is your most valuable business asset. More valuable than any amount of money. A beloved Reputation increases your chances of customers perceiving your product or service as their “one and only” choice. A beloved Reputation attracts more…

The Paradox Of Continuous Product Improvement.

For every product innovation, continuous product improvement is all that’s left to do after the big innovation has been established. It’s been over a decade since the introduction of the first generation iPhone in the summer of 2007. That seems…

Four essentials to define brand voice.

There are four essential ingredients that define your brand voice strategy in the digital age. Brands, just like people, have a voice– the distinctive tone, manner and personality of communication that distinguishes one personality from another. Brand Voice is a…