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

Successful Rebranding Should Reach Far Beyond Short-term Campaigns

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