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Building a foundation for your brand

By on Sep 15, 2014 in Uncategorized

When we begin any branding-related project, our first step is to build a solid foundation. Regardless of the final deliverables, this is generally where most of the true value lies, if a company is able to take advantage of it. So what does that foundation look like? Every branding agency has its own approach, but…

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Corporate versus product positioning

By on Mar 28, 2014 in Uncategorized

A frequent source of confusion when it comes to positioning is the difference between corporate positioning and product positioning. This is especially the case in enterprise software companies and tech startups, where product and company are one and the same. Although the goals of positioning are the same in each case – establishing a defined and memorable…

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When a culture of dominance fails

By on Nov 14, 2013 in Uncategorized

We talk a lot about how important it is to represent your culture authentically. That’s often interpreted as “you need a nice, happy culture.” But that’s not necessarily true! The flip side is a culture of dominance: your company drives hard, emphasizes performance, and executes flawlessly. People know you’re cutthroat, but the results speak for…

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