What is in a Name?
A couple of weeks ago, while heading toward the golden sunset over Riviera Beach by the Aegean Sea, I had an unexpected encounter that made me rethink a fundamental aspect of branding: the name. I was passing by the Plaza Resort in Anavyssos, lost in thought, when a small pet shop caught my eye with […]
Your Title Is Not Your Brand
In August 1997, Fast Company published a 4,000-word article by Tom Peters that would become one of the most influential pieces of business writing of the twentieth century. The article was titled “The Brand Called You.” Its argument was simple and radical for its time: in the modern economy, individuals are not just employees or […]
