Blog: Brand Strategy Category

What was your biggest win this year?

December 2017

As we wrap up the year, what’s often overlooked amid the goal-setting for the coming year is to first look back on the current year to acknowledge all you’ve accomplished. It’s also a great time to revisit your vision and mission—how have they evolved? Have your efforts this past year aligned with those intentions? Closing … Read More

The Power of Stories Behind Food

August 2017

As summer winds down, I’ve been reflecting a lot on the camping road trip my family and I did earlier this summer. We covered 3,400 miles in a loop through Tahoe, Glacier, Banff, Jasper, Lake Louise and back down through the Pacific northwest, passing through more national forests along the way. We had some gorgeous … Read More

The Corporate Creative Design Brief Made Easy

May 2017

All too often I see creative briefs that are either filled with marketing jargon, lacking the correct details, or both. I personally prefer creative briefs that are simple and to-the-point. They give you the essentials to fully comprehend the project, while opening the door for the creative juices to flow. In working with corporate teams, … Read More

Your Questions Answered, Vol. 1

February 2017

I love the commentary that takes place on my articles in the comments section. I also get quite a few questions by email that aren’t published on the blog. I’m finding there is a great deal of valuable information we discuss. What I love most about answering all these questions is that it causes me … Read More

How to Develop Your Brand Story (And why it’s important)

January 2017

Why develop a brand story? Quite simply, your brand story strengthens the emotional connection between the consumer and your brand. When your audience is intrigued by your product and discovers that your brand is in alignment with their values, they develop a stronger attraction and loyalty to your brand. What is a brand story? The … Read More

Put Yourself in Your Customer’s Shoes

August 2016

Sometimes brands work so hard to convey what they want the consumer to understand about them—who they are and what they stand for—that they miss a very important piece of the puzzle when it comes to their packaging. The primary focus should be to communicate the most important selling points to the consumer instantly and … Read More

Food & Color: A Powerful Connection

May 2016

I had a great time speaking at the recent FoodWorx: The Future of Food conference. It was exciting to hear speakers from many different aspects of the food industry as well, all focused on the future of food. This conference has been called the TEDx of food, and you can watch my session on the … Read More

New Free Download: The Strategic Side of Packaging

April 2016

I’m very excited to announce our new free download, The Strategic Side of Packaging. So often people think they can just put a label on a product and call it finished. What they don’t realize is that packaging has a strategic side—a well thought-out process that generates specific results—and many packages miss the mark. In … Read More