All brand optimization requires change, but not all change is brand optimization. Random brand improvements made in isolation from a clear unifying strategy will only have an isolated effect. They won’t “aggregate” in a constructive way, and they may even cancel each other out.

Like chemistry, brand regard may feel like magic, but it isn’t. It’s the result of many perceptions and interactions merged into a gut feeling that drives action

While brand awareness answers, “do I know you?” relevance answers, “are you for me?” In this article, we’ll explore how brand relevance works, why it fades, and how to build lasting relevance that drives brand value.

Brand recognition is one of the most important contributors to brand value. For business owners, understanding to measure, protect, and grow recognition can have a significant impact on overall brand performance.

Whether you have any interest in branding or not, branding impacts your environment, your job, and maybe even your life trajectory.