Bodacious Brander

If you're like me, you've long been confused by celebrity endorsements. Surely, no reasonable person is sitting in front of their TV thinking "I'm going to drink Pepsi because Beyonce does." So why do they do it? Turns out, it's about emotion. Companies want you to transfer the positive emotions you feel toward a musician [...]

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The Name Game

Naming your business is the most important first step in building a solid brand. When I named MSPIRE I created a focus group of eight people—marketing peers, business owners, men and women, in various age ranges in an effort to mimic my target market. The process took a couple of weeks and we went through [...]

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