Branding Archives - Page 4 of 4

What’s Baked into Your Brand? Is it FAB?

Baking benefits into your brand mix makes it magical. It’s actually almost alchemical. You put sticky spoonfuls of dough in the oven and you get warm, gooey cookies. Except … it’s not really magic, it’s science. Similarly, by baking benefits into your brand … it will...

If You Build Your Brand, Will They Come? Ask AIDA…

Content + Strategy, Copywriting

Sometimes you can get a little too much sun, basking in the glory of building your brand. So much so, that you start hearing voices telling you “If you build it, they will come.” That line may have worked for Kevin Costner’s character in Field of Dreams, but...

The 5-minute Minimum Viable Story

Content + Strategy

It’s easy to overcomplicate storytelling. And that’s a shame because writing a story should be simple. We’ve all done it since childhood. Everyone can write a story in five minutes. Yes, honestly it’s more than possible. It’s a certainty. I know you’re...

The [Simple] Story of a Brand

Content + Strategy

Once upon a time there was a brand. Its name isn’t important, but its story is… The brand wasn’t magical, nor did it have special powers. But the brand did have a strong following, faith in itself and the role it played in lives. The brand wasn’t just the name on its...