To create something people are passionate about, whether it be a theme park ride or getting others to believe in your vision, you must find ways to connect emotionally. Here’s how to use a narrative arc to communicate with impact.
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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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Many businesses today consider experience a “technology thing” rather than a comprehensive strategy. But to enable effective interactions, companies must balance efficiency and meaning in experiences.
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We stood before a giant, glowing touchscreen, and it hit me. Where am I? Reflecting on a recent outing with my kids to a fast-food restaurant, I began to consider distinction and its value to a brand.
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In the years I’ve been designing, some words are misused more often than others. I want to focus on one of those words, brand. And, like the principle of negative space, I’d like to help define it by stating what it is not.
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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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What happens to the objects and ideas we create? How do we shape and maintain them through our relationships with them over time? And how does that relate to designing brands? The book How Buildings Learn helps us consider this.
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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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For companies to weather the storms, they need to find ways of leading with clear demonstrations of differentiation through purpose, experience, and value. Only then can they become a must-have brand.
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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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A recent trip to Amsterdam left me fascinated with their—intersections?!? Here’s how thinking more about and harnessing their power can fuel innovation within your business and for your customers.
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Successful companies have proven that branding is a long-term game. Yet, many companies today focus on short-term tactics and quick wins. Here’s how viewing brands more strategically can help sustain growth over time.
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