“Talking about real people and real impact is the way to bring business stories alive.”

Crafting a succinct and direct yet nuanced Reason to Believe can seem like an insurmountable hill to climb. But having the clearest, most unfluffed, can’t-be-questioned way to define your brand, what it does, and how it differentiates is critical.

Building and maintaining a successful brand requires a particular alchemy.

What’s the secret to effectively embedding differentiation into your positioning and messaging strategy?

What is feeling too rigid about your messaging?

This moment requires sharper-than-ever messaging strategy.

“I try to give readers a sense of the movement and the liveliness of a place through the people. People are the environment.”

“The truth is there is a grace to doing this job well. It often involves swallowing your pride and putting the artist's best interest first, always.”

"I want to show a community coming together to fight for an important mission."

“I try to remind people if you're not having any fun in a branding project you're probably doing it wrong.”

“Honesty allows you to take risks and do interesting things, especially when moving into larger-than-life spaces.”

“I think of myself as an advocate and a liaison. My consumer needs to feel like she's been heard when she walks down the beauty aisle.”

As Margaret Atwood says, “A word after a word after a word is power.” Never forget that, and never underestimate it.

Erica is an energy life coach and former beauty executive who’s spent her career working to improve minds, bodies, faces, and souls.

“I would love to teach a class all about finding inspiration in life … taking it beyond the brief and pushing it into other worlds.”

“We want to be beautiful and we want to feel happy, and those things can happen at the same time.”

As the son of a typographer in Verona, design has always been a part of YummyColours co-founder Diego Marini’s life.

Cataanda James is a pioneer and influencer in the beauty industry who’s worked with global brands and celebrity clientele.