Let’s Be Clear: Brand Refresh vs. Brand Redo
Dan Crask Brand Consultant | Brand Strategist | Creator of Vibe, Tribe, & Why® When your brand needs fresh energy, you have two choices: a brand refresh or a brand redo. Let’s discuss the differences. A brand redo is easier to understand. It’s starting over but keeping the brand name and possibly some vital legacy […]
Let’s Be Clear: There Are 2 Types of Websites
Dan Crask Brand Consultant | Brand Strategist | Creator of Vibe, Tribe, & Why® This was originally published on my digital-focused brand’s website, shepx. When creating a website, one vital question is often not asked: Are we making a transactional or an informational website? The answer to this changes the entire process. transactional websites A […]
Let’s Be Clear: There Are 2 Types of Marketing
Dan Crask Brand Consultant | Brand Strategist | Creator of Vibe, Tribe, & Why® Clarity of brand messaging is most immediately valuable for marketing. Yet, what kind of marketing is best for your brand’s aspirational goals? What’s more, what is marketing expected to do for the brand? Where is marketing calling on people to go, […]
Brand Clarity Is Everything.
Dan Crask Brand Consultant | Brand Strategist | Creator of Vibe, Tribe, & Why® I sell clarity. It shows up in a brand’s website, product packaging, logo, etc., but the reason behind Brand Shepherd’s effective work is our process. After years of development, I’m elated to announce that our process is now a standalone product, […]
What Is A Brand?
Dan Crask Brand Consultant | Brand Strategist | Creator of Vibe, Tribe, & Why® A friend and I had been talking about this new post-pandemic economy and how marketing is now distinct from branding. The next day, out of nowhere, my friend texted me a simple question: What is a brand? Usually, I would have […]
How To Get And Stay Customer Focused
Dan Crask Brand Consultant | Brand Strategist | Creator of Vibe, Tribe, & Why® A guideline that helped me shift my focus to my clients’ tribe is to avoid using the words “we” or “I” in the main headline of content. A website hero area, ad copy, video intro, etc., are tempting spaces to make […]
It’s All Connected To Brand
Dan Crask Brand Consultant | Brand Strategist | Creator of Vibe, Tribe, & Why® It’s all connected. I believe in and help brands create a brand architecture where Brand is the center hub and the spokes connecting to and from Brand are things like marketing, sales, HR, investor relations, operations, etc. Everything connects to Brand. […]
Portillo’s: A Brand That Gets It
Dan Crask Brand Consultant | Brand Strategist | Creator of Vibe, Tribe, & Why® My brother’s final Christmas gift to me and my family was two shipments of Portillo’s: Italian Beef and Chicago Hot Dogs. He saw a post where I was bemoaning how homesick I was for a real Italian Beef. He ordered Portillo’s […]
The New Era of the Clarified Brand
Dan Crask Brand Consultant | Brand Strategist | Creator of Vibe, Tribe, & Why® I believe the basics of brand marketing have radically shifted in light of the perfect cocktail of post-pandemic consumer expectations, web3, and AI. Here’s what I now believe: ✅ Marketing’s sole job is to draw people to the Brand. Marketing’s job […]
The Perfect Prequel To StoryBrand
Dan Crask Brand Consultant | Brand Strategist | Creator of Vibe, Tribe, & Why® Are you looking to clarify your brand’s people, presence, and purpose? It’s why I created the Vibe, Tribe, & Why™ framework. As a StoryBrand enthusiast, I was excited to find that I had been using a complementary framework to develop brands. […]