An open letter re: IMA’s recent rebrand

An open letter re: IMA’s recent rebrand

An open letter re: IMA’s recent rebrand Dear friends & colleagues,If you’ve been in the room during one of my lectures on branding, you know that I always start with the “three critical elements.” For a brand to be effective, it must be three things:...
5 Steps to Understanding Your Brand’s DNA

5 Steps to Understanding Your Brand’s DNA

5 Steps to Understanding Your Brand’s DNA Your brand is not your logo. Repeat: YOUR BRAND IS NOT YOUR LOGO. This isn’t a revelation. A quick Google search on that proclamation will return loads of results. Yet so many people continue to use the two terms synonymously,...