Branding, or rather brand strategy, is a broad term I use to encompass everything from ex nihilo concept development, brand blueprinting, positioning and naming, right through to the creation of a visual identity with designers, and even a service philosophy…
Today, brand building is just as much about the customer interactions your organization engages in on a daily basis as it is about the 5- or 10-year business planning sessions going on in the board room.
Brands must provide both consumers and employees with a clear sense of the ‘big picture’ without ever loosing sight of the little details that make good brands great.
In this section you will find a selection of strategy-focused case studies from my time as a consultant with Luxury Branding and Corporate Edge in the Branding section sub-menu, as well as an entry on my latest branding work at Porto Montenegro.