The new middle

The new middle    

By Kevin

A bell curve is a simple model for understanding the common relationship between price and sales volume within a market. The top of the bell curve marks the middle of the market, where most customers are willing to pay for a given product or service. The ends represent value and high-end providers respectively. More

About brand platforms

About brand platforms    

By Kevin

The practice of brand building has reached a tipping point. Like practically everyone else today, brand builders wrestle with the pace of change, which has accelerated continuously since the industrial revolution and shows no sign of slowing down. Fortunately, there is a way for brands to ride out these changes. More

Hope for the best, plan for the worst

Hope for the best, plan for the worst    

By Yang

Engaging a design firm to work on a new project—a website, for example—is a little like embarking on a trip into the wild. In that scenario, would you plan for the best or the worst case scenario? Personally, when facing such a trip, I’d channel my inner Bear Grylls from “Man vs. Wild” and plan for the worst. More

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