ARCHIVE: Process
  • The Collins Method (or Brand Strategy in a Nutshell)

    “Brand strategy” is a flawed phrase. No one understands it; everyone means something different by it. But management researcher Jim Collins defined the core of great brand strategy, based on years of research into how good companies become great ones. His findings encapsulate what every inside-up branding process should strive for.   In his seminal 2001 […]

  • The Process of a Master

    Nobody distilled brands like Saul Bass. He designed iconic identities for Bell, AT&T, United Airlines, Minolta, Quaker, Kleenex. Look at any of these logos, and you’ll recognize them immediately, as you would a familiar face — even the ones that haven’t been in use for decades. Bass was also the genius behind Hitchcock’s groundbreaking title […]