Sample messaging can illustrate how brand archetypes can come to life. See how we explored concepts for BBVA’s purpose inspired by Explorer,

How we helped a healthcare startup with an inspiring mission claim an unmet category need and refocus its story and visual identity.

A systematic process to determining your brand archetype using category context and messaging, stakeholder, and customer themes.

These ideas aren't radical in and of themselves, but in our experience, sticking with them and pushing them far beyond the basics is.

For coffee lovers, color lovers, Cabernet lovers, cardio lovers, crossword lovers, and more...our favorite picks for 2021.

Covid-19 has thrown us all for a loop. Here's a quick plan for keeping your brand and content in tune with the changing times.

Customer segments can be unhelpfully broad. I prefer to focus on actual customers, and to hear their voice as authentically as possible.

There's more than one way to be a Sage.

I always come in with an opinion, but I avoid pronouncements. I make sure the process is collaborative. Sometimes the results surprise me.

The tool is powerful. I have never seen it not land. Every person gets engaged in the conversation, every time.

It's been 10 years, but I vividly remember sitting in my red-walled office at Cranium, laboring over this one slide.

How brands show their true colors, from crass to creative, during a big event like a total solar eclipse.

Here are a few amazing things I've learned from my clients that I think everyone should know about.

Each year, I enjoy thinking of creative presents to showcase my work and delight my clients.

A closer look at one of the greatest speeches in American history offers inspiration for anyone trying to motivate a crowd.

Over and over, I saw it. Flow--the removal of friction, the heightened state of creativity and expression, fluidity of experience.

Here's a systematic way to rally votes when you need to and strengthen your brand in the process.

Abraham Lincoln's Gettysburg Address is more than a venerable piece of history--it's a master class on presenting a poised, powerful speech.

Building lasting relationships with your customers takes patience, consistency, and, yes, love. The little things go a long way.

Many brand presentations incorporate photographs of some kind--though there's an art to choosing and using them well.