Is Unique Always A Good Strategy?

Ask most people to define branding and I’m guessing 9 out 10 people will include the word “unique” or a synonym of the word in their response. But lately, I’ve been questioning whether that’s always a good strategy in this over-saturated, over-branded landscape. Sure, you want to stick out from the crowd…but do you? Everything… Read more »

Restaurant Brand

Build it and they will come. Good movie. Bad marketing plan! But it seems as though restaurants are among the most guilty of this flawed approach. Maybe it’s the romance of owning a restaurant. Maybe it’s the substantial investment required to get up and running. It definitely has to do with the tiny margins involved… Read more »

Scarcity in Branding

It’s not a new concept, but it seems that many people have forgotten the power of scarcity in building a strong brand. Those people are NOT Russian River Brewing Company… Pliny the Younger comes out this February and people can not wait to stand in line to get their fair share. I have a different… Read more »

Tiv Facebook Ad (9)

Picking a creative agency is tough. I get that. TIV Branding is built on the fact that we meet deadlines and exceed expectations. A lot of agencies don’t roll that way, but the place it shows itself most clearly for potential clients is not where you might think. It’s not the pace at which they… Read more »

Reflect Rethink Rebrand On Wooden Blocks. Business And Inspiration Concept

The new year always inspires a certain level of introspection. There’s something about starting fresh with 01/01 that makes you take stock of the past 12 months…now add in the new decade, and things are about to get deep. But if you’re stubborn like me, you don’t like to make a change because someone else… Read more »

Online Conversions

For those of us who are analytical, creating a brand is messy, complicated, and involves a lot of touchy, feely stuff about how people feel about your products and services. SEM (Search Engine Marketing) on the other hand, is efficient, measurable, and allows for the analytical nirvana of A/B split testing.  Therefore, one should focus… Read more »

diversify your marketing portfolio

I recently spoke at a PMG-North Bay Lunch & Learn titled “Don’t Put All Your Marketing Eggs in One Basket”. It’s a topic I’m very passionate about even though a huge chunk of my experience is in digital marketing, specifically social media. Now that I’ve had time to reflect on the event and bring my… Read more »

What a Style Guide Can and Can't Do For You

Early in my career, I did a lot of freelance work for SF agencies. I can’t tell you the number of style guides that were sent my way in preparation for new projects. What I can tell you is that they were substantial documents. I received style guides for major car companies, spirits brands that… Read more »

If Another Person Says They Want the Nike Swoosh, I Quit

I don’t quit. In fact, I took a break from writing this to have a client meeting and they mentioned the swoosh. Still writing. That said, any brand designer can attest to the fact that there are certain examples that will inevitably come up at some point during a branding project: “I want packaging like… Read more »