THE DECISIONS
BEHIND THE BRAND.
Practical thinking on building, correcting and repositioning a brand, drawn from more than 18 years across product, fashion, eyewear, distribution and retail.
BUILDING A BRAND / 8 MINHow to build a brand from scratch without starting from the logo
The decisions that have to come before identity, communication and launch.
READ THE INSIGHT ↗REPOSITIONING / 7 MINSeven signs your business has outgrown its brand
How to recognize when the value has moved forward but perception has stayed behind.
READ ↗PERCEIVED VALUE / 6 MINReal value and perceived value are not the same thing
Why quality alone does not determine what customers understand or are willing to pay.
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