Identity Episodes

“We have to make a distinction between the name and the brand. The name piques your interest or curiosity. It’s like having someone over for coffee or dinner. The brand is the impression that’s left after the experience.” As the … Read More


“Our Instagram voice is very different than even Facebook and Twitter.” As Associate Director of Social Media at Whole Foods Market, Lisa Grimm is responsible for how the innovative natural supermarket chain comes to life online. From developing brand standards … Read More


When your business category is taboo, how do you get people to talk about it? Suzy Bátiz is the inventor and entrepreneur behind Poo~Pourri, an innovative brand that is literally changing the way we go to the bathroom. As founder … Read More


eric munn the onion

“Brands often fall flat when trying to be an Onion or a Buzzfeed.” As these irreverent powerhouses have taught us, humor can significantly impact your online reach. A mistake many make is trying to execute this potent mixture on their … Read More


Aaron Draplin on Design

November 16, 2015

aaron draplin

“Nothing is ever, ever going to challenge a good, solid, legible, readable, scalable, beautiful, crafted mark. It’s got the right DNA.” As one of the leading designers working today, Aaron Draplin has a thing or two to say about brands. … Read More


nathan sinsabaugh

“Most brands don’t risk enough — there’s too much jargon and too little personality.” As a designer, brand builder, and agency president, Nathan Sinsabaugh has spent his career bringing design thinking and innovation to applications outside of a traditional design … Read More


josh miles

“Great brands demonstrate unity not uniformity.” Branding is a tricky topic. It’s both an art and a science. It’s about consistency yet not being so consistent that your story suffers. It’s this narrow space that Josh Miles navigates every day. As principal … Read More


marc hershon on brand

You might not know Marc Hershon by name but chances you are familiar with his names. That’s because Hershon is the man behind some of the most memorable brand names of our time including BlackBerry, Swiffer, and Dasani. What’s in … Read More


jonathan littman

“A name introduces you to the experience.” In short, words and the stories we create with them matter. Jonathan Littman would know. He’s named just a few things over the years. As the author and co-author of nine books he’s … Read More


heidi grant halvorson

“How do we create the perception of trust?” That is the million dollar questions for individuals and brands alike. And it’s a central question addressed in Heidi Grant Halvorson’s new book No One Understands You and What to Do About … Read More


Nick has a knack for making complex topics simple.
Jacey Wilkins, National Institute of Metalworking Skills

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