Great brands are successful not only by defining a unique offering to their customers, but also by creating a unique position in the marketplace.

A Closer Look At Brand Engagement There are plenty of reasons why someone may not purchase a product or service. The biggest reason may be …

When it comes to branding, few things are more important than the voice. Every successful brand has a voice, a muse, that connects with the …

When we conduct brand strategy workshops, we are often given the challenge to define the “Brand Promise” for the company. Arriving at the final brand …

In the late 1980s, I got my first job at W.B. Doner & Co. in Detroit, which would soon become the world’s biggest-and-best privately held …

The goal of every brand is to create a strong bond with a multitude of “Micro-Moments.” These micro-moments are crucial to the success of the …

You probably have seen articles that talk about how influencers can charm the pants off of your customers, creating warm fuzzies that will result in …

Before we jump into the reasons to rebrand, in order to add context for this article, let’s first discuss what it means to rebrand. A …

Written by Alex Valderrama, Founder and Principal of Cranium Agency This article was originally written for the World CSR Congress 6th edition. There is an …

Written by Alex Valderrama, Founder and Principal of Cranium Agency Most companies spend a significant amount of time creating their “Secret Sauce” primarily in the …

Like all large Internet domain purveyors, GoDaddy makes a tidy income off of selling and supporting websites. What they don’t do, and aren’t about to …

Tell Your Story Founder George Rafeedie gave a recent breakfast seminar with the Chicago Business Marketing Association where he taught a group of B2B marketers …

A new Rembrandt painting was unveiled in Amsterdam using technology and data. Referred to as “The Next Rembrandt”, this painting was made with data gathered …

“At the end of the day, it’s about quality!” shouts the company CEO. Wrong! At the beginning of the day, it’s about quality. At the …

Written by Alex Valderrama, Founder and Principal of Cranium Agency There is a lot that goes into choosing the right name for your business, product, or …

I am fascinated by virtual technology and how brands can use it to help their business stay competitive. Virtual reality has gone from zero to …

The design firm Atelier Martino & Jana were instrumental in crafting a unique approach to design and implementing a visual language that truly captures the …

It’s a step I never miss. When I write Core Message Platforms for my clients’ branding campaigns, I always create a section that includes a …

I have spent the last few years at various improv comedy schools, classes and performances. It’s a way to help me stay both creative and …

Brand identity is one of the most fundamental elements of a company. In an ever-growing market, it has become increasingly difficult for a brand to capture the attention of …

Written by Alex Valderrama, Founder and Principal of Cranium Agency Have you ever wondered what makes a great brand? The answer can be found deep …

As executive director of an association of business-to-business marketers – young professionals have captured our attention. I knew in my heart that making sure our …

Written by Alex Valderrama, Founder and Principal of Cranium Agency Historically, many companies fail within the first couple of years. The reasons are varied due to …

I’ve spent my career working in the sales and marketing industry. Whether this is marketing oil & gas products, software or medical devices.  Many of …

We see a lot of companies getting connected to the internet and using this as a unique market position over their competitors.  Many companies are …