Recently, Jaguar teased its new brand direction, which upset designers. However, what was missing from the commentary was context. If we want to be taken seriously, we must move beyond reactions to surface-level aesthetics.
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Migration provides a compelling analogy for how organizations can proverbially “take flight” by using brand architecture to align their people, products, and services and convey a unified identity.
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On a recent trip to the Southwest, I saw how water shaped the terrain. I asked myself how being more like water could help brands and cultures create lasting experiences. I noted a handful of rough ideas and questions to consider.
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Studies have proven the failure rate of mergers is between 70 to 90 percent. Here’s how brand can be leveraged to provide unity, clarity, and solidarity during this critical inflection point and pave the way for continued success.
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Customers think in journeys; businesses are set up for touchpoints. To align with the customer’s journey and provide meaningful end-to-end experiences, companies need to cultivate their culture to support journeys.
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