A Few Practical Ways to Find and Define Your Target Audience A few weeks ago, I was walking a client — a local wedding and private event venue — through their brand strategy. When …

Define Your Best Customer and Enjoy Lasting Brand Benefits When bourbon blew up in 2019, I was admittedly already on the band wagon. It was the AMC special, Mad Men, that first introduced me …

The timeless “Think Small” Volkswagen ad, created in 1959 by Doyle Dane Bernbach, is embedded in most of our minds as the quintessential example of, ironically, the “Big Idea.” You know the one — …

Unlike a symbol, a word mark — or logotype — uses only a custom typeface or a unique treatment of the name to create the logo. Though this approach might seem simple, there's an …

If the purpose of branding is to build a sustainable competitive advantage, then the main function of a brand style guide is to help ensure visual and verbal consistency across all brand communications. The best examples can accomplish much …

Another great way to help define and differentiate your brand in the marketplace: brand patterns and textures. Patterns can be used in a number of ways on marketing materials, in presentations, on packaging, as …

Brand icons help to organize content and clearly symbolize specific information. When designed and presented as part of a brand identity system, they also develop a visual language that is unique and own-able for …

Just about every night, while I’m watching TV or reading in bed, something on her phone will inevitably make my wife giggle. Or crack up, laughing. We share a similar sense of humor, so …

In this hyper-digital world of augmented and artificial reality, many of us look to create memories we can hold onto. We’re physical beings, and touch creates a vivid sense of recall. Fujifilm is looking …

Edmond Town Hall is a 1930's Georgian-style historic building in the heart of Newtown, Connecticut. As the name suggests, it once served as the town hall. Today, it's a community gathering place that shows …