Michael Kraabel

Throughout my career in advertising, I always thought my agency needed to pitch and win every client we could. When I went out on my own to start a new company, my instincts were to grow as big and fast as possible. In both cases, I was wrong. If someone had told me to stay…

From ancient marks of craftsmanship to the trademarks of the industrial age, branding and marketing have become central to the commerce and culture of societies worldwide. This historical evolution set the stage for the sophisticated marketing strategies of the modern era, demonstrating the enduring importance of branding in connecting producers with consumers. The branding and…

In a time when consumer expectations extend beyond product functionality to encompass personal growth and identity enhancement, brands face the imperative to evolve. This is where the Voyager Brand Value Model (VBVM) comes in, a conceptual framework designed to anchor brand value in the aspirational identity of the consumer. By shifting focus from the transactional…

Adopting and developing a brand model provides structure and direction to branding activities. It ensures strategic focus, guides investment in high-impact initiatives, fosters innovation, guarantees consistency across touchpoints, enables effective measurement and evaluation, and aligns internal stakeholders. Most of all, it serves as a blueprint for your marketing and brand campaigns. However, not all models…

Throughout history, brand marketing has continually adapted to new technologies and shifts in consumer preferences. From simple marks of craftsmanship to complex digital campaigns, brand marketing has become a fundamental aspect of business strategy, aiming to build brand equity, loyalty, and a strong emotional connection with consumers. As consumer preferences change, so must our methods…