In the modern business landscape, the concept of branding goes far beyond mere products – it's about imbuing them with symbolic...

Simon Sinek challenged the business world to contemplate the emotional stimulus that can bind employees and consumers to a company,...

To establish an effective brand positioning, we need to identify a distinctive position that the brand can adopt within its competitive...

Your brand undoubtedly holds attributes that are distinct from the competition and valued by consumers. Consult the map of the most relevant value propositions and craft your brand selling proposition. In the 1990s, it was found that advertising messages were more easily understood when reduced to a single, clear promise to the consumer. Thus was born the concept of the Unique Selling Proposition (USP). Years later, this notion of value proposition would be adapted to the wor

Unveiling a brand's Purpose possesses a remarkable ability to infuse its DNA with a profoundly personal and human touch. Yet, amidst this...

Marty Neumeier's book " Brand Gap " is perhaps one of the most inspiring books on branding and brand management. We highlight some key messages from this work, which quickly became a marketing bible for creatives, designers, and brand managers. Every company encompasses two distinct modes of thinking: the rational and functional perspective (where corporate strategy resides) and the emotional and symbolic perspective (encompassing design and emotions). The brand resides betwe