Strategic and discerning, identityWise® shares our perspectives on branding. We explore the brand issues that matter to you. From positioning and brand management to identity design. Actionable insight awaits.

Brand Identity

Visual Identity Systems: Why Your Brand Identity Needs More Than a Logo

Redesigning Your Brand’s Identity: Knowing When It’s Time

5 Keys to Maintaining a Consistent Brand Voice

Building Business-to-Business Brands: It’s Still People-to-People

Using Audits to Enhance Your Brand’s Performance

How Word of Mouth Shapes Your Brand

Integrating Acquired Brands into an Existing Portfolio

5 Ways to Improve Internal Brand Alignment

Risks of the Incremental Brand Launch

Engaging Leadership

10 Critical Success Factors in Launching a New Brand Identity

Brand Management

Experience Design: It All Begins with Understanding Human Relationships

House of Brands, Branded House or Somewhere in Between?

Global Brand Identity Systems

Beyond Consistency: A New Approach to Identity Standards

Effectively Managing a Global Brand Identity

Leveraging Imagery in Visual Identity Systems

5 Steps to Maintaining a Consistent Brand and Visual Identity System

Naming and Taglines

Taglines: To Use or Not To Use

Naming: What Makes a Brand Name Great


Eight Steps to Effective Multilingual Packaging

The Role of Packaging in Building Brand Identity


Print: It’s Still an Important Brand-Building Tool

Research and ROI

The Importance of Research in Brand Identity Development

Return on Marketing Investment: Strategies for Effective Measurement

Building Strong Brands in a Fluctuating Market