How to say that your brand stands for something without screaming that your brand stands for that thing.

September 27, 2023

Having an authentic, transparent, or customer-centric brand means more than proclaiming your fidelity to authenticity, transparency, and customer-centricity. Though it all...

What’s your truth?

August 5, 2023

What do you want the world to know about you? Why should customers care? Standing before a billion physical or digital storefronts, why...

Most corporate mission and vision statements are bullshit.

August 1, 2023

Next time you’re forehead-smashingly bored, check out the mission statements of the Fortune 500, including this gem from supermarket giant Albertsons: “Guided by relentless focus...