Month: May 2019

The fourth and current stage of the evolution of brands. As more and more brands have adopted the experience approach, it has become clearer that a one-off moment in time is not enough to cement brand loyalty. This takes us to the current stage in the…

Arlington Economic Development asked the question, what does the creative economy have to do with the military? Turns out, a lot more than you might think. At the May 16th Return on Creativity seminar: Leading From the Front, a diverse panel of former and active members of the military…

The third stage in the evolution of brands. With increased competition, and consumer preference for more tailored products and services, brands were forced to differentiate themselves beyond occupying an idea. They needed to insert themselves into key…

The second stage in the evolution of brands. With increasing competition from mass production, mass advertising, and mass media in general, the need for brands to be more than an object came along. At this point, it wasn’t enough to simply have a…

The first stage in the evolution of brands. Our use of logos to represent companies, organizations, or individuals is based on a long history that originates with the very beginning of written communication. The moment we used a drawing, an image, a…