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Three rows of booths in a restaurant; each pair of women sitting in the booth wears the same colors.

The Meaning of Coincidence

Otherwise Principal and Chief Brand Strategist Nancy Lerner was in London, flipping through the International Edition of the New York Times when she was struck by a bizarre coincidence in the Culture section’s cover story. The story in question was “The rebirth of a Modernist

Tagline Reel Revealed

  At Otherwise, we know a tagline does the lion’s share of the talking in brand identity — literally. A name and logo can draw a person in, but the taglines we create answer their questions about an organization: Who are you? What do you