Insights

In Part 1, we made the case that voice and tone aren’t just an afterthought in branding — they’re one of the most powerful (and most overlooked) tools in shaping…

Brand guidelines get a bad rap. Somewhere along the line, they became known as the corporate equivalent of flossing: everyone knows they’re important, few people follow them religiously and when…

When you think of Cracker Barrel, what comes to mind? For most people, it’s the front porch rocking chairs, the peg board games on the tables, the comfort food breakfasts…

In Part 1, we made the case that iconography isn’t fluff — it’s function. It’s your brand’s subconscious signal, silently shaping perception long before a single word is read. In…

Iconography doesn’t get invited to many brand parties. It’s not as loud as a logo or as flashy as a website redesign. It doesn’t trend on X (aka Twitter) or…

Last month, I walked the exhibit floor at Customer Contact Week (CCW) in Las Vegas—and let’s just say the AI identity crisis was alive and well. Booth after booth, brand…

In Part 1, we made the case that voice and tone aren’t just an afterthought in branding — they’re one of the most powerful (and most overlooked) tools in shaping…

Once upon a time, brands could exist in a blissful, apolitical vacuum. But those days are gone. Today, consumers demand more than just products—they expect values, stances and most importantly,…

On July 4, we celebrate independence. Freedom from tyranny. The birth of a bold new identity. A declaration—not just of autonomy, but of purpose, values and vision.

Imagine clocking into work and instantly forgetting your personal life. Then, at the end of the day, you forget your job even exists. For the employees of Lumon Industries in…