BrandTaxi is a specialized branding firm that delivers powerful insights and ideas to drive brand strategy, business growth and bottom-line results.

Our name personifies our approach to branding. Like the best taxi drivers, we offer street-smart experience to navigate the traffic in today's crowded marketplace. We are efficient and flexible in our approach to guide businesses to new levels of success. We deliver you to your desired destination on schedule and on budget.

Change the Washington Redskins Name.

I was asked by a friend about the Washington Redskins name issue, which was so eloquently written about in the New York Times Opinion Pages on June 24 by Michael Lewis and Manish Tripath. Here is essentially what I wrote as a reply…. This is an interesting branding question… Read more →

Branding Tactics for Outsourcing Companies to Accelerate Growth

Significant changes in the outsourcing industry in the past few years mean that outsourcing companies must re-evaluate their branding if they want to succeed in the new environment. These changes are the result of many converging dynamics. Understanding the nature of what is changing can help companies… Read more →

Why Brand Architecture is a Critical Strategic Imperative

Brand Architecture is a key strategic tool to organize a business so that audiences will understand what you offer and how they can engage. The rules for organizing brands today are evolving. There are important forces that have changed how external audiences engage with brands. Probably the… Read more →

Using Sustainability to Build Brands

17lbs. That’s the weight of the 2014 Restoration Hardware shrink-wrapped collection of catalogs – 12 catalogs to be exact – that arrived at my house, unsolicited, via UPS. My first reaction was disgust. Utter disgust at the waste of paper and ink and use of fossil fuels… Read more →

The Radical Advertising Strategy Of Chrysler's Kumbaya King

On any other day the actor Sean Penn would score a seat at the head table for a private luncheon where he was about to be honored for his extraordinary earthquake relief efforts in Haiti. But on this particular April day in Chicago all the seats next… Read more →

Branding Can Differentiate an Outsourcing Company to Grow Business and Profits

The outsourcing industry has become highly competitive with many new entrants. It has also become highly commoditized. Purchase decisions are predominantly driven by price, recently fueled by pressures of the struggling global economy. Branding, which is often overlooked in the outsourcing industry, is a very helpful tool… Read more →

Updating Intel’s Font for the Mobile Future

Intel just created its own proprietary corporate font to be easier to read in the global digital world. They call it “Intel Clear”. A smart move in a number of ways. First, it gave them the opportunity to assess the equity in their existing font and think… Read more →

'Go Further' Brand Message Is Aimed at Ford's Employees, Too

Ford’s new branding effort has two important audiences: the world of car buyers — and Ford employees. So when the company urges all within hearing to “Go Further,” it’s not just appealing to consumers in America or China to take that extra step and check out a… Read more →

Brand Valuation – Leveraging Brand Value to Increase Revenue, Lower Cost, and Reduce Risk

Brands have value, sometimes quite a bit. There are ways to measure and leverage this value to grow business. In the last two decades, there has been significant work in refining methodologies to both measure brand value, and then use it as a proactive business tool to… Read more →