Brand Design
Viewpoints: Over the years, we’ve
learned a lot about brand development,
much of it from working with
preeminent marketers. In “Viewpoints,”
we synthesize some of what we’ve
learned into practical, how-to advice.
And we don’t just focus on big ideas,
because we see every detail as
an opportunity to reinforce a brand.
The Power of the Personified Brand
October 2006

What do Steve Jobs and Oprah Winfrey have in common? They are both leaders who personify their brands—and do it so aptly that they’ve elevated them to near cult status. more
How to Create Internal Brand Alignment
March 2005

Do not underestimate the value of internal marketing and brand building. In a world where human connections are precious, your employees can convey your brand... more
Are You Maximizing Your Company’s Web Impact?
September 2004

Imagine you’re a potential customer and perform several keyword searches on Google, which currently commands 42% of the market. If your company’s website... more
Tips to Take the Pain Out of Naming
July 2004

Naming is a tricky proposition. In-house teams often face two stumbling blocks: They can’t devote adequate time and resources to the naming process, and they are... more
Viewpoints