Only six months into 2012 and I’ve noticed several major household brands rebranding. But WHY do companies (new and old alike) take an introspective look and decide to make this major transformation? Evolution Over time, brands evolve and change. Apple is a great example of a brand that has matured. When it first popped on the scene with the Apple I, it aimed to please technology geeks who were exploring this new idea of personal...

Messaging. Critical to your business success, it’s the way you communicate the appeal and the impact of your business, product or service to your target audience. A clearly stated message tells consumers why they should do business with you rather than your competitors. Over time, these messages help to build your brand image whether for a product, service, company or even a person, like a politician or sports superstar. They must be...

Two recent dinning experiences in New York prompted me to consider how a range of subtle accents, focus, and style can capture and communicate a service “brand” with such brilliance that it’s almost magical. Delightful meals at two of the city’s well-known restaurants reminded me of how the best messages are delivered like a great dish, combining the freshest of ingredients and the passion of good execution and timing. When the...