Image credits clockwise from top left: Mihai Stefan, Carlos Arthur, Emil Vilsek, Erik Lucatero, Kyle Loftus, Almos Bechtold, Ethan Haddox, Ali Marel.

The 14 Rules of Identity

How to radically change your brand’s relationship with the user: A companion piece to The 16 Rules of Brand Strategy.

Identity precedes everything in brand strategy.

Before your company, before your product, before your market, there is your user’s identity, and that identity dictates the world your brand gets to play…