Things shift, and if we don’t accept those shifts, we slip from…this…very…moment. To stay current takes constant work. We become heroes when we meet new tests with bravery and the willingness to change. Why would your brand be anything but exactly the same?

Can branding still make any real and meaningful impact in the commercial clutter we live in today? Today’s consumers are more discerning towards brand communications, as the line between branding and advertising increasingly blurs.

In this society of information overload, it is no longer sufficient for brands to rely on superficial branding strategies to differentiate from their competition. It takes more than a beautiful logo, fancy website, attractive features and packaging to win consumers and influence purchasing decisions.

Fire was the symbol of ancient storytelling, inspiring people of those times to unleash their imaginations and weave tales to communicate, inform and entertain. Fast forward to 2017. Simply by hitting a button on Facebook, we can share stories, anytime and anywhere, instantly connecting with not just people we physically meet every day, but also on social media.