Increase Sales With A Stronger Brand Promise​​​​​​​

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 promise statement takes a little time and patience, but it will provide a better return on your marketing and sales investment. There are many reasons you may want to revisit…

Micro-Moments and Your Brand

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 brand. As companies develop their marketing and branding strategy, particular attention should be given to how the brand message will be delivered through different channels. And, more importantly, the integration…

Defining Your Brand’s Secret Sauce – A Strong Brand Story

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 development of their product or service. Product and service development can take several months to years. Not to mention the enormous amount of money needed to bring it to market. …

10 Lessons I’ve Learned About Naming

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 service. A clear articulation of the brand, it’s unique offerings, and the competitive landscape are a few main factors that should be taken into consideration. If done properly, a strong…

The Legacy Of A Brand

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 many factors such as lack of funding, poor management, inadequate resources, incompetence, etc. The legacy of a brand is unique to each company. Sometimes a brand will outlive its founders,…