brand — the change project

Posts in brand

Stress 2.0

We are now learning to live with a stress for which there is no modern-day playbook.

brand, marketing, product managementkelli petersonJuly 1, 2020consumer insights, branding, product development, marketing, post COVIDComment

Brand Refresh? 5 Tips for Success

A brand update should have clear rationale and specific ambition to direct the process.

brand, marketingkelli petersonNovember 5, 2018branding, rebranding, positioning, marketing, brand strategyComment

Values: Is it Time for an Update?

How hard are your company’s values working for your brand?

brandkelli petersonOctober 15, 2018values, branding, marketing, brand equity, culture, brand strategyComment

5 Lessons: Building a Messaging Framework

brandkelli petersonSeptember 28, 2018product messaging, messaging framework, brand messaging, B2B messaging, storytellingComment