How to Build a Brand Pyramid

A vital tool that will help you define the very essence of your brand.

This Brand Strategy Can Make Your Startup Look Bigger Than It Is

When Leslie Ziegler joined the founding team of Rock Health in 2010, she had an enormous task ahead of her: make the intimidating world of institutional health care approachable for startup founders. No matter what the firm did next, its brand was going to have to do this heavy lifting, and as a veteran art director with the likes of McCann Erickson and DDB, this … [ Read more ]

Authenticity’s Paradox: If You Flaunt It, You Lose It

Stanford professor Glenn R. Carroll discusses his decades of research into the origins, advantages, perils, and future of “authentic” branding.

What I Learned From Developing Branding for Airbnb, Dropbox and Thumbtack

Since leaving YouTube in 2009, Julie Supan has become one of the most sought-after branding experts in Silicon Valley, helping companies like Dropbox, Airbnb and Thumbtack craft their positioning prior to launch. Her first step? Identifying their target user—the high-expectation customer. In this exclusive interview, she explains who that is, how to find them, and why every startup needs to ditch generic platitudes and start … [ Read more ]