Found/Owner Freakshow

10.06.16 / David Lemley

Something strange happens to entrepreneurs, it seems. They start their businesses with passion, insight and ambition. Many of them even get the concept of branding which is elusive to so…

Cultural Transformation: The Ultimate Brand Strategy

10.06.16 / David Lemley

You started a business because you had a fire in your belly. You created a brand because you believed that you could offer something that others were missing. After launch,…

Sports Authority: A Name without a Brand

09.03.16 / David Lemley

A recent article discussed the woes of Sports Authority with the headline: “Sports Authority Is Sinking Under Discounts And Naming Rights.” Really? There’s no doubt, as the article cites, that…

Disrupt. Create a Category of One

10.11.15 / David Lemley

We’ve heard it all before. “There’s nothing new under the sun.” “It’s all been done before.” “Timing is everything and this isn’t the time to start anything new.” Thankfully, the…

Want an Unforgettable Brand? Build a Strong Narrative

07.02.14 / David Lemley

Nothing engages human beings like a good narrative. Nothing has formed distinct cultures and bound them together since ancient times like storytelling. Narrative has great power. It’s engaging if it’s…

Why Purpose Matters

02.01.14 / David Lemley

The average lifespan for a male in the United States is now about 80 years; things are even better if you are female and/or you live in Japan, but much…

6 Things You Must Do to Crack the Badge Brand Code

04.09.13 / David Lemley

Who are we? Who do we want to be? When the vision, passion and values of one-of-a-kind brands inspire us and make us want to make their statement our own…

Ethos: The Value of Values in Brand Building

23.06.13 / David Lemley

Brands, just like people, have values –principles they stand for and hold near and dear to their heart. These principles form the reason brands exist. Brand values influence two important…

Get Leverage: Know Your Brand Archetype

18.06.13 / David Lemley

Archetypal branding works because it appeals to all people. We all share a deep need to feel stability, belonging, discovery and achievement. In today’s world, many brands have taken on…

Elevate Your Brand Through the Strong Use of Symbolism

13.06.13 / David Lemley

What do lululemon, starbucks coffee, harley davidson have in common with the catholic church?


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