The Two Laws of Branding from the Inside Out

By Arie Opps

If you’ve read any books or articles by branding gurus, they’ve likely suggested that businesses need to identify what it is that differentiates their brand—what makes it unique and valuable to current and prospective customers. That is an important first step in the branding process.

The problem, however, is that the majority of businesses struggle with the task; they aren’t able to easily identify what makes their brands valuable. They end up with generic, vague statements about “superior customer service” and “high-quality products.”

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Focus on ‘User Experience Optimization’

By Arie Opps | Featured on and | February 2010

Over the past few years, small and medium-sized businesses have become increasingly concerned with SEO at the expense of what I call UEO, or “User Experience Optimization.” Is your homepage falling short? Here are some tips to help boost your homepage’s UEO. Read more at

Leave Marketing to the Pros

By Arie Opps | Featured on Yahoo! Business and | February 2010

You wouldn’t attempt to fill your own cavity, and you wouldn’t try to conduct your own home inspection before purchasing a house–you’d likely hire trained professionals to take on these tasks. Yet many small-business owners take it upon themselves to try to manage their marketing efforts. Here are five good reasons why you should leave your marketing to the professionals. Read more at

Avoiding new product McFailures

By Arie Opps | Strategy Magazine | April 2004

What should you be considering when developing a new product?
While this article was written in 2004 and some of the references are a bit outdated we think you’ll benefit from the principles we’ve outlined regarding new product development.

Read more at Strategy Magazine

Are the ‘best brands’ really the best?

By Arie Opps | | April 2004

Since this article was written in 2004, Interbrand has continued to be revered as the brand valuation source. This article suggests that Interbrand’s approach misses some of the great brands because it’s evaluating companies rather than brands. Read more at