From digital transformation to sustainability, companies are expected to navigate trends that are changing how value is created, where opportunities lie, and what stakeholders expect. Brand design plays a critical role in letting stakeholders know where organizations stand in the new economy.

Organizations that prioritize brand design have a sustainable competitive edge that can lift them above the noise and power growth. This is true for B2B offers and nonprofits as well as consumer brands.

A fractional Chief Brand Officer is a seasoned brand expert who works with organizations on a part-time, contract basis. They bring the experience of a full-time Head of Brand, but operate at a fraction of the cost and commitment. Instead of committing to a full-time executive, businesses can engage a fractional CBO to lead their brand initiatives for a defined period or project.

Brand ideation is a critical and formative step in the development of a brand strategy. At its core, brand ideation is about defining the promise the brand will make to the market. It’s the phase where the foundational essence of a brand is conceived, shaped, and articulated.

Mergers and acquisitions can be financially and strategically advantageous, but they pose significant risks to the organizational brand. But with careful planning and execution, companies can not only minimize these risks but also leverage M&A to strengthen their brand.

The landscape of corporate identity is evolving rapidly, driven by technological advancements, shifting consumer expectations, changes in demographics, and emerging design trends. Here are ten corporate identity trends that are reshaping businesses in 2024.

Understanding the psychology behind identity design can give you a deeper understanding of how to manage the process of shaping your organization’s corporate identity so your stakeholders experience your organizational brand the way you intend.

I just had an interesting conversation with ChatGPT.

I asked it to write poems praising four separate, controversial public figures, all of whom one could objectively write something praiseworthy about, even if you don’t like them.

Trump was a flat no, Biden was a no with a suggestion that I look at writing about leadership, hope and unity. It very enthusiastically jumped at the opportunity to write glowingly about AOC, and it wrote a fairly complimentary poem about Ted Cruz, but qualified it.

No matter what market you serve, competition is fierce and attention spans are fleeting. As a CEO or business owner – the “keeper of the vision” – you need to be able to lead a process to create a brand image that not only stands out in a crowded marketplace but also resonates with your target audience. Here’s why this process is so crucial and how to achieve success in brand identity design.

The Internet: It’s not just for stalking anymore. But you knew that, right? (You do know that, don’t you?) No, as you know (hopefully), the web offers enormous potential for any marketer who takes the time to understand it, and who takes a strategic approach to online branding.

Corporate image is the outward expression of everything a corporate brand stands for. Its component parts – logo, color scheme, typographic scheme, layout parameters, photographic and illustration style, message strategy, copy tone and personality – all work together to communicate the value attributes that differentiate the promise the brand makes.

Have you ever wondered why some brands take off like a rocket, while others sort of trundle clumsily along in a perpetual fog of mediocrity?

There’s an old joke that goes, “How many psychiatrists does it take to change a light bulb? Only one. But the light bulb has to really want to change.”

Outdoor advertising is the most unforgiving ad medium there is. Yet, because of its limitations (and not in spite of them), its potential impact is enormous.