An astute opportunist can construct a brand solely on an economic model. By attempting to follow a formula of another brand’s success, they can make it look, feel and sound like the thing they're trying to emulate. But ultimately if the brand isn’t built on an authentic idea, it will ring hollow. There is no soul. The best brands are born from an idea, a passion, or a very real need. A brand’s soul should remain the same from that initial spark through any transformation that

Remember Biology class, studying for the big test, and struggling to remember what the Golgi complex looked like (was it that squiggly thing?) or what exactly the endoplasmic reticulum does (something with proteins, right?). Now think about your hobbies. If you're into baking, vintage Swiss watches, or restoring old cars – no matter what it is – these endeavors entail a lot of details. Your passion drives you to dig deeper and learn how to make the perfect fruit compote, for

People want authentic connection... not to be “sold to” or manipulated. What's true for relationships is true for collaboration and for brands. It just works. #relationships #brandmarketing #branding #rebrand #rebranding #becool #authenticity