Latest articles
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Three Ingredients for M&A Brand Systems
I love watching that Netflix show, “Chef’s Table”. In a Michelin-starred restaurant’s kitchen, every person has a station. Every station has a role. Every dish has a prep list. I…
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Rebranding versus Brand Strategy: Knowing Which One Your Business Actually Needs
A client call last week reminded me of a question I hear all the time: rebranding versus brand strategy, and which one a business actually needs. A VP of Marketing…
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How Flintco Stopped Sounding Like Every Other Construction Company
What’s the fastest way to be forgotten? Say the same thing as everyone else. Spend five minutes browsing commercial construction websites, and you’ll start to see the pattern. Every firm…
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Building Cottle Village: Where the Brand Meets the Land
When we first stepped onto the triangular plot of land that is now Cottle Village, I was struck that developing a new attraction is a lot like building a brand.…
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Turning the XWELL Brand Into a Celebration of Self
The wellness industry has been unwell. It sells perfection. Implies feeling good is reserved for the elite few. Makes self-care seem possible only if you have endless time or money…
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Aligning Harbour Group’s Brand With Its Foundation & Future
Harbour Group didn’t need reinvention—they needed alignment. How we updated the brand and website to match a company built on decades of trust.
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Brand Due Diligence: The Risk You’re Not Measuring
This is for my friends in private equity. From my experience, private equity firms stress-test everything. Cap tables. EBITDA multiples. Customer concentration risk. Tech debt. You run scenarios until the…
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The Future of Brand Strategy Is Rooted in the Past
Why timeless design principles still matter in a world obsessed with trends. The Problem with Modern Branding A few years ago, I was in a meeting where a client asked…
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20 Years of Street Fest Magic: Grove Fest Visual Identity
In the area between downtown St. Louis, Forest Park and South City, there’s a stretch of Manchester Ave. where culture and creativity thrive. To locals, the six or seven blocks…
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Why Your Brand Sounds Like Everyone Else’s (And How Brand Voice Development Can Save You)
You know that sinking feeling: You’re reading your competitor’s website, and the messaging sounds… familiar. Too familiar. You realize you could swap logos and no one would notice the difference.…
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Your Competitor Rebranded. Now What?
The notification pops up on LinkedIn: Your biggest competitor just dropped a rebrand. It’s sleek. Bold. Everywhere. Your phone buzzes—the CEO’s asking, “Did you see what they did?” Your stomach…
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How to Rebrand Without Losing the Soul of Your Company
If there’s one thing I’ve learned from working with hundreds of brands over the last 25 years, it’s this: Branding is personal. Brand is reputation. It’s a reflection of self.…
