Good Versus Great Brands: The Quest to Branding Greatness

Good versus great is the difference between making money and being remembered for decades. To recap, the three levels of brands include: I use superlatives to differentiate between good and great brands because the distinction of excellence matters. Most of you reading this will have a good brand. In many ways, having a good brand […]

Three Levels to Branding

After working with hundreds of brands of all sizes, I have realized that brands should not be assessed or judged equally. I often see businesses comparing themselves to brands that don’t make sense to compare to. Branding is like the blank tile in Scrabble; it’s powerful and can mean many different things but is often […]