Archive for June, 2013

The Premise: Brands benefit from elevating themselves into a position of iconic leadership, becoming brands that are celebrated because of their engaging belief and distinctive appeal.  People want to engage more and will pay more for brands that are celebrated as desirable and different. To help build a cult following (and this doesn’t imply a […]


Brands are more interesting when they explore the edges of the world around us, rather than reflect mainstream convention.  Conformity fails to provoke appraisal and consumers are more engaged by distinctive experiences. Be unconventional.


A visual representation of key brand performance indicators (KPI’s) used in tracking studies.  These have been split into metrics that are powerful in differentiating  a brand versus brand hygiene factors that indicate how a brand remains competitive.



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