marketing Archives

In Search of Resonance: What if brands worked by synchronization?

In the rarefied world of haute horology, few timepieces have stirred philosophical awe quite like François-Paul Journe’s Chronomètre à Résonance. It’s built on the centuries-old principle that two vibrating bodies, when placed in close proximity, will begin to oscillate in synchrony. In this example, the watch does does the work of telling time. But it […]

Jan 26 2026 by Nancy Lerner in Brandshrink

In the Space Between: Branding at the Edge of Knowing

Every act of branding is, at heart, an act of definition — a declaration of who we are, what we stand for, and how we wish to be understood. But there’s a paradox embedded in that work: to define is also, inevitably, to reduce. And in the rush to name, clarify, or codify, something vital […]

Jan 3 2026 by Nancy Lerner in Brandshrink

Occam’s Razor and the Art of Brand Clarity

At Otherwise, we’re drawn to ideas that hold power in their precision — frameworks that slice through the noise without losing the depth. One such idea, borrowed from the worlds of logic, theology, and philosophy, is Occam’s Razor. Often misquoted, often misunderstood, but always useful. A brief history of the blade The principle that would […]

Dec 15 2025 by Nancy Lerner in Brandshrink

Metaphor as Our Sneak Path to Truth

Brand‑building is often framed as a linear exercise—logo, tagline, guidelines, launch—yet the lived experience of a brand is anything but linear. It is felt in heartbeats and muscle memory, in the quiet confidence of a good fit and the rush of belonging. To illuminate that multidimensional journey, we borrow from terrains that, at first glance, […]

Jul 23 2025 by Nancy Lerner in Editorials

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