Blogging by Author: Mary Helow
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Why I will choose your competitor over you
Putting your customer first truly makes a difference On a recent trip to the US, I was exposed to 2 very different experiences from the same American airline. For whatever reason, the ticket -
Is no brand the new brand?
Italic recently launched a $13 million investment and a waiting list of 100K eager shoppers. They’re a members-only club offering luxury products without the shiny logos. Or high price tags. -
I vote for better election posters!
While doing my civic duty and heading to the polls Friday morning I couldn’t help but question ‘those posters’, whose sole purpose is to entice, sway or confirm my opinion. Why do they all -
It takes a village (the right team) to build a brand
Your business has many facets and a variety of talent within its walls. The main players might include CEO, sales/marketing, finance, technology, product development and administration - all working -
Client Question: Are brand guidelines important?
Brand guidelines define how a brand exists and communicates. Yes, they are important! And there are a few reasons why: Clarity Firstly, brand guidelines provide an understanding of your -
What can hotels learn from cruise ships?
While I understand it’s not for everyone, I have to admit that cruises have come a long way in the past 30 years. My first trip was to the Caribbean at 13 and the only activity for a kid my age was -
What’s In a Name?
Whether you’re starting from scratch or trying to reinvent yourself, the name you give your business is critical. It’s often the very first impression you make on potential customers, competitors -
5 components of a visual identity
Whether starting from scratch or breathing new life into an established organisation, the areas of consideration for brand building may seem exhausting. From defining your strategic positioning to -
Great wine or great design?
I got my tattoo on Haight Street in San Francisco in 1996, at the very wise age of 25. I wasn’t trying to be rebellious or exert my independence. I was deeply drawn to the design: it’s a bit dark