Who are you?

Your entire identity system—logo design, style guide, web site, review form, blog, environmental design, etc.—must be ruthlessly carved out of purpose. Otherwise, your audience will be as confused about your brand as we are about Roger Daltrey’s hair.

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Here come the Have Nots.

The Miracle on Ice. Rudy. Last year’s 50-1 Kentucky Derby Winner, Mine That Bird. Rudolph, Hermie, and the Island of Misfit Toys. The Little Superstar. New Orleans. Cinderella. Avis. I mean, come on, who doesn’t love a good underdog story, right? Underdogs capture our hearts, and give us hope. They make us believe the impossible is possible. They show us what it takes to win—like a simple 4th and 18 hook & ladder, a half-back pass, and a Statue of Liberty executed flawlessly. They make us think-we-can, think-we-can, even when everyone says: “No, really . . . you can’t. Especially not from Cleveland. So why doesn’t this translate to the business world?

Everything Communicates

Everything says something. Everything you don’t say says something. Communicate your brand.