Companies often talk about rebranding — as if “reinventing” or “refreshing” a brand is the magical solution to any problem. This is not true. Here's how branding really works.
A gorgeous brand without a clearly defined purpose is like a perfectly wrapped gift that’s… well, empty. How disappointing is that?! Three steps to frame and nurture the heart and soul of your brand.
Embrace "I don't" to change behaviors. It's one of the most powerful phrases in your vocabulary. According to a recent study, "I don't" is up to eight times more effective than saying "I can't," and more than twice as effective as saying "no."
Do you believe in your brand? This may sound like a trite question, but do you? Do you really believe in your brand? Behind every Sticky Brand are people — smart, ambitious, impatient people. People who believe in their brand so deeply that they will do anything in their power to make it a success.
Would you get a tattoo of a logo? I know I wouldn't. I find the idea simply ridiculous. But from a branding context, wow! A tattoo worthy brand may be the pinnacle of consumerism, but it demonstrates that the brand stands something and people are connecting with it at a deep, personal level.
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