Narrow Your Focus. Expand Your Reach.

The great thing about a successful brand is that you start to appeal to customers outside your target. ...

The Attention of Tension

Once you see a problem, you can’t unsee it. It’s like the arrow in the FedEx logo. You spent an entire lifetime staring at that logo before someone pointed out the arrow. Now it’s all you can see. ...

What is a Brand?

A brand is a collection of experiences accumulated over a lifetime. A brand can represent nothing, or it can represent the world. A brand isn’t a thing. It’s a collective experience that is very much alive. What your brand means can change. You can manage it. ...

The Tension Paradox

Tension is an ugly word. It means problems and headaches. ...

Feel Successful? We Hope Not.

Most of us are bad at identifying the underlying reasons for our success. A successful first-time novelist will often have a disappointing second book because they learned the wrong lessons about how the first one worked. Most baseball players will have a “sophomore slump” — a second season where their old tricks have worn thin, and they haven’t learned to trust their instincts yet. ...

Simplicity in Action

What a brand does is never simple. We have worked with financial organizations who operate under some of the most complex conditions we’ve ever seen, technology companies who tackle tax laws and decades of legal research, and CPG companies whose packages do battle every day on shelves packed with competitors. ...