The glass jar
Why founders struggle to brand their own business: from inside, you can’t see it the way customers do. And why a clear brand makes other decisions simpler.
2 min read
Rebranding
What branding costs, who to hire, and how to get a new brand through your team and out to customers.
More rebranding articles
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Branding package pricing (2026): how much branding costs + real examples
Branding costs $2,000 to $90,000 for most small and mid-sized businesses. What each price range buys, what drives the cost, and how much to spend.
9 min read
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Is consulting a sham profession?
Do consultants lose anything when their advice fails? Small ones do: they live on referrals and reputation, and every client means turning another away.
8 min read
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The dangers of design by committee in branding
Why branding decided by a group with equal say comes out bland and slow, and how to avoid it: one decision-maker, a clear process, feedback at set points.
6 min read
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Why people resist rebrands (and how to win them over)
Why customers resist a rebrand, even one that improves things, and how to prepare them before launch: say why you’re changing and what it means for them.
2 min read
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