“Begin with the end in mind.”  

One of the ‘Seven Habits of Highly Effective People’, and common sense, you might say. 

But very unhelpful if you’re trying to learn how to do brand strategy.

Because here’s what happens.

When people try and learn how to do brand strategy they start by researching models and frameworks - the end deliverable for a client.

But then they get stuck.

They get stuck in the muddy world of different models, frameworks and jargon promoted by different people and agencies trying to differentiate themselves with their brand strategy deliverables.  It’s understandable, but it’s not helpful if you’re trying to learn how to do brand strategy.

(I know this, because I’ve polled the 348 people who’ve taken Brand Strategy Academy and it’s where they were stuck before they took the course). 

The truth is - it doesn’t really matter what model you use, as long as your deliverable answers the fundamental questions you need to answer in a brand strategy to help to move...

All the questions I’ve got within the last week have been about ‘rebranding’ this quarter.

Perhaps the back-to-school lure of new shiny pencil cases is making you feel your brand needs an update too?

If so, pause for a moment and read this before you get sign-off on a big ‘rebrand.’  

‘Rebranding’ is a very loaded and misunderstood term – usually interpreted to be all about changing the signals of what you stand for – primarily your visual identity and verbal identity.   

It’s used as the great panacea – for declining sales and low pricing, lack of customer engagement, or employee motivation.

And, let’s be honest, it’s also kind of exciting and makes people feel important.

But to avoid, “I’m spearheading the rebranding project,” turning into, “I squandered several thousand dollars…”, keep reading...

What rebranding means

Rebranding can sound confusing but it's really just like home improvement. There are 3 ways to do it:

1. THE REFRESH REBRAND
   Some parts of your house are becomi
...