Brand Magic to Attract Right-Fits

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Branding: Revealing True Self Attracts Right-Fit

  • Brand Strategy

    Differentiate or Die

    Ignoring, disguising or squandering your one strong-to-impenetrable market differentiation quietly erodes customer faith and confidence, and dampens staff potential and innovation. Elliance resists the temptation to paste creative band-aids over lifeless, directionless brands. We bring the strategic firepower needed to challenge conventional wisdom and find the deeper truths essential to any brand redemption.

  • Brand Launch

    Be the Change

    The first and best test of any brand comes with internal launch. Gaining adoption, and turning fresh self awareness into lasting excitement requires humility and authenticity. Done well, a brand recruits an army of ambassadors and champions who embody the brand at all touch points. Elliance brings years of judgment and wisdom to ensure successful launch of your brand.

  • Brand Discovery

    Active Listening

    Elliance believes that brand — your core point of view and differentiation — can’t be can’t be summoned by creative divination, manufactured or imposed in any way. Brands must be listened for, coaxed forward, interpreted, articulated, embodied, and supported. We see our role as one of brand discovery. Our charge is to listen patiently — to what’s said and unsaid — to uncover intrinsic value and deliver enduring advantage.

  • Brand Care + Feeding

    Stewarding the Brand

    Finding and articulating the brand is only part of the challenge. Most brands fail because organizations lack the discipline and resolve to stay the course. The forces of entropy and decay lurk at every turn. Ongoing partnership with Elliance ensures a steady hand to guide brand maturation, so that every incarnation of the brand embodies the core values.

Recent Blog Posts

  • The Brand Management of Hate

    November 29, 2016

    Come January 20th hate will have a new home. It’s called the White House. Not every person or even the majority of people who voted for Donald Trump is hateful, but haters do love him. They see a guy who … Continue reading

  • Your 5 Point Brand Checklist

    March 20, 2016

    Too often, a college or university approaches a brand development exercise unprepared for the journey ahead, and unable to fully realize the rewards at journey’s end. We offer a 5 point checklist to ensure a better experience and outcome at every step. 1. Know Your … Continue reading

  • The battle for hearts and minds

    February 01, 2016

    With Super Bowl weekend upon us, our eyes will take to the screen to watch with great anticipation…the commercials. This year, at a time when a lot of people are saying traditional advertising is dead, advertisers are ponying up $4,500,000 … Continue reading

  • 5 Gifts of Story from 2015

    December 22, 2015

    I enjoyed a rare two-hour sit down recently with an entire marketing and communications team at a major university — and we never once talked about story. They, like many of you, spoke of feeling beleaguered by the demands of an … Continue reading

  • The music of brand

    October 29, 2015

    I’m an average guitar player. Some might say very average. But I can play in a support role to almost anyone. Why? Because I have enough basic knowledge about music theory that if someone says to me, “We’ll be playing … Continue reading