The Spark

How to build a brand system that supports your business today and into the future.

How to uncover the secret language of your customer for marketing that resonates.

The importance of a brand promise, and more importantly, what you do next.

The most powerful brands in the world use the simplest features for the biggest impact. Here's why.

How to pick the marketing tactics that work and kill the ones that don't deliver.

And should my logo really be bigger?

How to sing your own tune and avoid becoming irrelevant.

How do you run a successful advertising campaign? Here are three factors every marketer should take into account.

Building a narrative that makes your brand a part of your customer's dreams.

The phrase “storytelling” is an overused term, but understanding story form can guide marketing teams to successful brand decisions.

Developing a common language for your marketing approach.

Instead of a lengthy diatribe, here's advice on something you can undertake on your own for free.

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