Branding Myths

Where "Meaning-Free Distinctiveness" Jumped the Shark

The Ehrenberg-Bass Institute takes their prescription too far. Here's what brands can do instead.

Nov 18, 2025 • Austin Franke

Branding Myths - Color Psychology

Colors don't have universal meaning, and prioritizing color meaning in brand design is a worthless exercise.

Mar 11, 2021 • Austin Franke

Branding Myths - Brand Purpose

Consumers aren't dumb. They know you are a brand selling products. Consumers might "say" they care about a brand's values, but their purchase behavior…

Mar 11, 2021 • Austin Franke

Branding Myths - Mission Statements

Mission Statements don't inspire anyone or keep them accountable, regardless of how well they are written.

Mar 2, 2021 • Austin Franke

Branding Myths - Differentiate or Die

Customers rarely perceive differentiation, and the few that do, shouldn't be the focus of your marketing efforts.

Feb 10, 2021 • Austin Franke

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