An obvious—but oft-ignored—truth is that consumers never simply buy a product. First, they must find it on the shelf; next, they must pick it up; then, based on the names, designs, illustrations, and copy, they […]
Category: branding
The #1 mistake in hiring a marketing, branding, or copywriting expert
Vertical market or domain expertise, for a person who has more than a modicum of smarts, is easily acquired (if not already possessed). But if the ability to communicate compellingly does not exist, no amount […]
The Brand Mason 