It’s possible to have multiple supporting points for a single attribute or benefit. We've also expanded on the appropriate elements of the master brand to craft a full communications guide and evolved ...

But it’s not easy. Branding is changing. The way we develop, measure and monitor brands has evolved exponentially. If you don’t keep pace with evolution in brand strategy, you will miss out on the ...

This framework provides the foundation for brand messages that are clear, consistent, and compelling. The message map prioritizes and organizes the most important messages for telling the RIT story by ...