Every great brand goes back to a courageous individual who dared to say ‘NO’ to the status quo.

Branding is the art of differentiation.

Ideas are the currency of innovation.

Consumers today have become a cynical mob of buyers who believe the reviews and ratings of complete strangers much more readily than your brand's promises and distinctions.

One can always sell something by offering the lowest price. But this does not create loyalty to your brand. Never did and never will. It only creates “loyalty” to that price point. As soon as your guest or visitor is offered a better price, he or she will jump ship, leaving you like a scorned lover in the middle of the night.

Brand growth and dominance is created by having the highest brand value, not the lowest price tag.

History is filled with inferior brands outselling superior ones thanks to better branding. Only superior branding has the power to overcome and reverse this (and superior products and services deserve superior branding).

We know there are thousands of ways to solve any branding problem a company faces, yet the only valuable solutions are the effective ones. Doing something ineffective in half the time–or “more efficiently” or “more economically”–isn’t progress, but is instead bad business. Very bad business.

We've all seen it. A #startup begins with a #dream, a #passion to do something others have missed or overlooked.

Your brand exists to differentiate. “Same crap, different day” won’t do it. A day that goes by without breaking some sacred branding rule is a day a brand has lost to rise above the status quo. By breaking those rules with insight, intelligent and innovation, your brand can get heard in a world that’s simply too busy to listen.