Every great brand attempts to capture it’s own essence, or what I call it’s uniqueness. You probably know what I’m talking about, that one aspect that makes a brand stand out, and perform better than anyone else in the market.

But it goes beyond just creating a brand identity for marketability.

Brands are actually competing for your attention.

In fact, all brands are also competing with each other to find their own essence, but most fail to become known for a singular role.

Why? Read more →