Think before you name

In our years helping to define a company’s brand, the aspect of the work that gets the most interest at cocktail parties [back when we attended social events] is naming. People perceive name development as a profoundly creative endeavor. They romanticize the process, thinking we spend our days looking out a window, taking long walks on the beach or lingering over a latte at the local coffee shop waiting for inspiration to strike. Read more »

The Last Muffin

In this age of big data, the mantra in offices around the country seems to be “the numbers don’t lie”. Fair enough, but do we always understand what they’re really telling us? Behind every number is a why and knowing it (or not) can change everything. Read more »