The gap between brand vision and positioning and customer perception isn’t always obvious at first. But it can be damaging. Over time, it can weaken loyalty, erode trust, and open the door for ...

Like the ancient mariners who first steered their ships by it, you can help your team find their way with a well-thought-out vision that’s communicated to everyone and reinforced every day. A brand ...

A vision only works when your team feels equipped to execute it. Empowerment happens through trust, autonomy and permission to lead confidently. Mistakes are growth moments; support your team through ...

As a founder, president and CEO, I’ve seen firsthand how a clear and intentional brand mission and vision can transform a business. These guiding principles aren’t just corporate formalities; they are ...