Why you need a single source of brand truth.

Why you need a single source of brand truth. In the concept of Single Source of Truth or SSOT, any and every piece of information should be editable in only one place. Any sharing or distribution of this “master” record should be a read-only link or reference directly...

Brand or Brand Not. There is no try.

Using a sports analogy for branding seems natural. In branding, the outcome is driven by the efforts of the team. That team consists of every single person who represents the brand. We’ve said it and others have said it: “Every person working for an organization is...

A Brand for Which We Can All be Proud

For those who go to work every day, their biggest need and desire is to do “meaningful” work that truly “makes a difference.”  You hear it from job applicants, and you read it on resumes.  The message is loud clear when you hear them say, “I am ready to do something...