For their summer consumer-focused issue, GCI magazine invited MSLK's chief strategist, Sheri L Koetting, to write about how the consumer influences our brand-building process. For us, everything comes back to...
Many businesses are seeking ways to develop a brand story in order to form deeper connections to staff and customers. Giving back to a cause is a powerful way to...
When it Comes to Positioning, Natural Isn’t Enough
Beauty and personal care brands no longer can rely on “natural” or “organic” as their main differentiator when connecting with consumers. According to Grand View Research, the natural cosmetics market...
