brand strategy Archives

Branding in the Fifth Dimension: A Metaphysical Guide to Multi-Layered Meaning

At Otherwise, we’ve always been drawn to the spaces between disciplines — where metaphor becomes method, and strategy is stretched through unfamiliar dimensions. So today, we ask: What if a brand isn’t a flat identity, but a dimensional construct? It’s easy to think of a brand as a surface: a logo, a voice, a palette, […]

Jul 6 2025 by Nancy Lerner in Editorials

Quantum Branding: A Strange and Beautiful Framework for Modern Brands

At Otherwise, we’re always searching for unexpected connections — the kind of surprising metaphors that make ideas shimmer with new meaning. For us, creativity begins not with answers, but with questions that stretch across disciplines: What might quantum physics teach us about branding? What happens when we apply the language of particles, waves, and uncertainty […]

Jun 30 2025 by Nancy Lerner in Editorials

Substack and the Rise of the Creative Middle Class: A New Model for Community Engagement

In the wreckage of the ad-driven internet, a quiet revolution is underway. It’s not loud. It doesn’t chase clicks. It doesn’t serve brands. Instead, it serves people—through the radical idea that writers and creators should be paid directly by those who value their work. Once a niche newsletter platform, Substack has become something much more […]

Jun 11 2025 by Nancy Lerner in Editorials

Branding in the Startup World: A Tale of Speed vs Substance

In the unforgiving terrain of the startup world, where unicorns are revered and the mantra of “build fast, sell faster” reigns supreme, branding takes on a vastly different hue. It is not the slow, patient art of building deep relationships, but a swift, agile dance toward value. Yet, even here, in this frantic rush, there […]

Jul 4 2024 by Nancy Lerner in Brandshrink

Creating Conditions to Embrace Change: Rebranding Kiser Group

Amidst the tumult of rising interest rates, supply chain disruptions, and geopolitical tensions, the mid-market multifamily market has weathered the storm, offering property owners and investors stable occupancy rates, rent growth, and impressive returns. This resilience is mirrored in the journey of Kiser Group, a leader in the multifamily mid-market space, particularly within Chicago and […]

Apr 15 2024 by Nancy Lerner in Editorials