What Most People Don’t Get About Branding

Life used to be simpler. Growing up, the only brands most of us were aware of were the ones managed by huge corporations: Coca-Cola, Mattel, Mercedes Benz. And, if an entrepreneur sought to start a business, he or she would focus on numbers only — cash flow,...

Avoiding the “Commodity Trap”

Years ago, you had a unique proposition that spoke to your customers and drove strong sales. Perhaps it was a reputation for good quality, consistency, or safety. Now, that same proposition is considered merely a given by customers.  They expect those attributes in...