It’s time for us to move beyond the purpose-driven “why” framework and other brand models that focus exclusively on the customer in a static state. A new approach, focusing on “who” the customer becomes through engaging with the brand, emphasizing their aspirational identity and transformational journey, should be explored. This model shifts the focus from what the brand sells to the value it adds to the customer’s life, underlining how a brand contributes to the customer’s personal growth, identity, and aspirations.
In 2025, I’m reviving one of my favorite passion projects: helping local companies build strong, memorable brands. Once each quarter, I’m dedicating time to work…
Today isn’t just another day for Jaguar—it’s potentially the day. The iconic carmaker is poised at a crossroads: one path could redefine their legacy, and…
A little over a decade ago, I began working on AVIV 613 Vodka. At the time, it wasn’t clear what the journey would look like,…
At Brand Voyagers, I’m diving headfirst into a unique blend of science, creativity, and, well, a few passion projects that I probably shouldn’t be spending…
For many years, I’ve had a burning desire to document my experiences and insights into branding and marketing. As a Creative Director and Marketing Strategist,…
Rebranding is a strategic initiative that involves altering the corporate image of an organization. It is a market strategy that can entail changing a brand’s…
