The best vision statements take a big idea and paint it small. Here’s how to do that — with help from visionaries like JFK, Bill Gates and Henry Ford.

As your new brand language goes through rounds of reviews, it risks growing to the point of clunkiness. Here’s how to be consultative without creating statements that sag under their own weight.

Great brand language isn’t clever or creative — at its best, it captures what everyone’s been saying all along. 

Naming your new business or product can be a tricky task - not least because everyone will have an opinion on the options. Here are three tips for getting feedback that helps, not hinders.