Why Most Brand Strategies Fail—and How My Corporate DNA Framework Fixes the Problem

When I started building brands, we did graphic design by hand. Actual cut and paste. Actual boards. We drew headlines with non-repro blue pens and used wax rollers to make type stick. Computers? They weren’t even in the room. And while the tools have changed dramatically, the fundamental challenge of building a brand hasn’t: most people are still building without a blueprint. Over the years, I’ve seen entrepreneurs throw money at marketing with no clear strategy. There’s always a shiny new...