How to radically change your brand's relationship with the user: A companion piece to The 16 Rules of Brand Strategy.

Individuals and organisations can get lost in branding. It’s a personal thing. Naturally you’ll want your brand to reflect your organisation, and do so in a consistent, accurate, and ideally positive way. But the truth about branding is that it doesn’t really matter what you want your brand to be about – all that […]

"Which degree of perfection triggers that ‘i-need-that-in-my-face-now’ kind of desire? At which point does it become unrealistic, clinical, or just plain boring?"