HOW TO BUILD A BRAND.

Some say, “differentiate or die.” Some say, these days it’s tough to lead and win based on “different.” Better to be distinctive. But when it comes to brand-building in today’s complex and crowded world, is a single school of thought really the best (and only) way?

HOW BRAND LISTENING DRIVES LOYALTY.

Relevant brands tune into signals, pick up on needs and desires, and move to meet them—creating connection and delivering value and loyalty. But loyalty doesn’t usually happen in an instant or via a single, spectacular “purchase” experience. Here’s how to win a series of “micro-moments” throughout the customer journey.

WHAT TO LOOK FOR IN A CREATIVE AGENCY OR BRAND CONSULTANT.

Whether we’re clients or the agencies and consultants working with them, there’s typically a ton of emphasis on what “great” looks like when it comes to execution. But figuring out whether you’re actually a fit takes far more than that. Here’s what to consider, and what good agencies-slash-consultants-slash partners have in common.