When I first saw PepsiCo’s new logo, I was immediately attracted to it – which surprised me. It looks nothing like the soda giant we’ve known for decades. But that disconnect isn’t an accident. It’s strategic repositioning in action, and it reveals lessons every business owner needs to understand about reading market signals before you’re forced to adapt.
Launching an ecommerce site? Learn the real pros and cons of PayPal, Stripe, and Authorize.net from 15+ years of building online stores for clients.
Discover why traditional business sponsorships fail and how the Pairadox Project helps service businesses create lasting community impact through meaningful partnerships.
Learn how legacy family businesses can evolve their branding to attract millennial customers while preserving trust with established clientele.
Discover when values alignment impacts business success and when it doesn’t. Learn practical frameworks for building authentic partnerships that drive results.
Neurodivergent teams don’t just enhance creativity—they revolutionize business models. Discover how different thinking patterns create competitive advantages.
Discover why red text on blue backgrounds creates visual strain and hurts your business. Learn the science behind color conflicts, their impact on customer perception, and better design alternatives that build trust and improve readability.
Today’s consumers aren’t just buying products – they’re voting with their dollars for businesses that share their values. Small businesses have a unique advantage in this shifting marketplace, as they can authentically connect with customers through shared principles and community engagement. Learn how value alignment is becoming the secret weapon for local businesses looking to gain market share in an increasingly conscious economy.
While vibrant color gradients dominate 2025’s digital design landscape, they present significant challenges for physical marketing materials. Before your new business commits to this trend, understand the production limitations, increased costs, and consistency issues that could impact your long-term brand strategy.
Have you ever arrived at your destination with no recollection of the drive there? Or suddenly noticed a building was painted a different color after passing it daily for months? These common experiences reveal fascinating insights about how our brains process the...
After 20+ years of failing forward and figuring shit out for hundreds of small businesses across the nation -I'm sharing all the things that I wish someone would have told me along the way.
I'm calling it The Human Element, because that's what's missing from most marketing these days.
