The best a brand can get

The best a brand can get

If a brand is a customer’s gut feeling about a product, service or company, then my associations with Fiskars are as close to the ideal as a brand could hope for. Born in Los Angeles, California, I spent most of my childhood in Pakistan, where my father’s work took...
Tell your story, and tell it well

Tell your story, and tell it well

Every brand has a story to tell. From the need its products or services fill, to the reasons it was created in the first place, there’s always something to connect it to consumers and highlight why it matters. What consumers then do with that is, to a great extent,...
Adventures in rebranding

Adventures in rebranding

Rebranding – a risky, unnecessary expense and a waste of time. Well, at least that’s the general opinion I’ve run into on many occasions. A lot of companies and individuals see it as a scary word, encompassing this huge, tedious project in which they sink a lot of...