Category
11 articles on brand strategy, from the Attic Salt team.
AI can draft the sentence. It cannot decide which sentence you actually meant. Here is the edit that fixes it — and the studio in Kansas City that has built a business on getting it right.
Read articleA name is a permanent, non-negotiable piece of your brand. Choosing well is a strategic act, not a creative one.
Read articleBrand equity is built over years and spent in an afternoon. Here is how to budget for that reality instead of fighting it.
Read articleA mission describes what you do today. A vision describes the world you are trying to create. Confusing the two is why most mission statements are useless.
Read articleHow to write a mission statement your team will actually use, and the seven words that quietly kill most of them.
Read articleArchetypes give you a shared vocabulary and a false confidence. Here is the difference, and how to get the first without the second.
Read articleBuilding a brand and changing one are different disciplines. The second one is mostly organisational, and mostly gets skipped.
Read articleYou cannot manufacture a cult following. You can build the conditions for one, and most of those conditions are uncomfortable.
Read articleCandidates do not apply to companies. They apply to a specific version of a company they have imagined. Employer branding is about closing that gap.
Read articleBrand architecture is the decision about how many names you have to manage — and it constrains every rebrand you will ever do.
Read articleBudgets get cut. Brand equity does not have to go with them. Six things that keep a brand strong when the market gets hard.
Read articleStrategy, identity and launch for challenger brands navigating a real inflection point.
