Brand Management

Mar 29 2026

When Creating a Second Brand Helps and When It Distracts

By Michael Lynch Brand Management, Branding & Identity, Business Strategy & Positioning

When Creating a Second Brand Helps and When It Distracts Creating a second brand often feels like a strategic answer to a common question: How do we appeal to a different audience in a different category? While the logic seems sound on the surface: different audiences, tones, and price points—it…

Mar 29 2026

What Your Visual Brand System Communicates to Clients Before a Word Is Ever Read

By Michael Lynch Business Strategy & Positioning, Brand Management, Branding & Identity, Influence & Consumer Psychology, Marketing Strategy & Growth, Messaging & Communications

What Your Visual Brand System Communicates to Clients Before a Word Is Ever Read Fifty milliseconds. That's the processing time before a trust verdict forms on a website visit — before a word is read, before a credential is checked, before a case study is opened. What happens in those…

Mar 28 2026

The Founding Mythology Problem: When the Company Story Stops Doing Commercial Work

By Michael Lynch Messaging & Communications, Brand Management, Branding & Identity, Business Strategy & Positioning

The Founding Mythology Problem: When the Company Story Stops Doing Commercial Work The story that won your first clients was built for a specific buyer, at a specific stage of evaluation, asking a specific set of questions. The buyer you are talking to now might be asking different ones. The…

Mar 24 2026

How to Analyze Your Brand Positioning to Uncover Leaks

By Michael Lynch Branding & Identity, Brand Management, Business Strategy & Positioning

How to Analyze Your Brand Positioning to Uncover Leaks Most senior leaders have an accurate read on what their company delivers. The capabilities are real. The track record is solid. The team performs. What they have less access to is how all of that reads from the outside — the…

Mar 24 2026

How to Manage Brand Perception During a Leadership Crisis

By Michael Lynch Brand Management, Branding & Identity

How to Manage Your Brand Perception During a Crisis The email arrived on a Tuesday morning. A founding partner at a mid-size consultancy in Hong Kong had resigned suddenly, citing "personal reasons." By Wednesday, three clients had called asking for clarification. By Friday, two had requested meetings with the remaining…