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Everybody wants a brand that’s different. The irony of that statement is intentional. It belies the conservative manner in which most brands approach competitive difference. They say they want to be distinctive to consumers but often, in their heart of hearts, they...

The American Marketing Association defines a brand as a name, term, symbol, and/or design that’s intended to identify the goods and services of one seller or a group of sellers and to differentiate them from those of the competition. However, we argue that a brand is...

Brand culture is the culture that a company cultivates in order to powerfully, consistently and competitively deliver its brand to market. It’s how people work together to bring the brand alive for customers. But brand cultures are more than an expression of the brand itself; they are, by necessity, an expression of the people who work for that brand and the decisions and ways of working and behaving that they agree to work within.

I often talk about how your logo is not your brand, nor is it your identity. Logo design, identity design and branding all have different roles, that together, form a perceived image for a business or product. Here is some clarification of the differences between...