Once a humble and unknown energy drink, Red Bull's has risen to become global behemoth of unimaginal proportion. Now sold in 170 countries Red Bull has transcended time and cultural boundries that symbolizes boundless energy, bold ideas and relentless ambition. But...

A feedback loop is a mechanism that helps a system continuously self-regulate and adapt by using feedback.  For brands, it is a process of receiving people's input, interpreting and incorporating that feedback, adjust accordingly, implement, and then repeat the...

 An unawareness of a social disconnect is often referred to as being socially tone-deaf.  At best, social tone-deafness results in a harmless social slip-up.  At worst it can end up as a public relations nightmare.  In an effort to stay culturally relevent, some...

“I'll know it when I see it” or “It just felt right.”   When we use a search engine, sometimes we aren’t sure what we are searching for.  But when we do come across it, we know. Whatever the reason, it's definitely not because we’re looking for something fake. ...

  The first official brand in the United States emerged in 1818, and since then nearly 90,000 of them have come and gone.  Today there are 50,000 active brands out of which roughly 5% to 8% will become memorable.  Of those, only a chosen few become iconic.  Like...

Question-asking is not as simple as it seems.  There’s an art to it.  How they are asked have a significant impact on the accuracy and quality of the answers. The people that inhabit your market have unique and specific perspectives.  Which means your questions have...

No one had ever heard of Beck David Hansen.  Now known monomously as "Beck", he a completely unknown music artist playing in small coffee houses.  And yet, somehow his very first recorded song "Loser", strange song with incoherent lyrics played only on an obscure...

n When it comes to brand identify the question isn't "what" a brand is as much as it's "who" a brand is.  Obviously, to be successful. a brand has to function and fill a need or desire in the marketplace.  But that's just table stakes.  It also has to have the ability...