Posts made in September, 2016

The forest for the trees

Many people in charge of a company or brand believe they have a keen understanding of who they are and the identity that sets their brand apart. The natural closeness and familiarity with their product or service provide the basis for this belief. However as I have seen first hand, this closeness can actually be the deterrent to a successful perspective. You see the brand or platform through YOUR prism, not that of your clients or consumers. Objectivity is generally lacking from a first-person perspective. I experienced this very thing with a client I began working with recently. After building their identity around their perspective for years, they believed the message...

Read More