Branding

Great brands are genuine. To be perceived as a genuine brand, it takes more than a smart, differentiating market position, a well-conceived brand strategy, a world-class identity system, sharp advertising, and quality products. Beyond those foundational elements, it’s the employees that have the capability of...

Consumers are becoming more concerned about how the products they’re choosing impact society and the environment. Increasing consumer demand for things like ethical production methods and lower carbon footprints is driving brands to become more transparent and accountable. In an effort to understand this trend, in...