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.

United Airlines… It Could Have Been Me or You.

When a brand has a problem, and all brands do at some point or another, people process the nature of the flaw differently. If it touches them… they react very personally. Key media platforms, like YouTube, feed this beast and all of a sudden a brand has… 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 →

The Investment Management Brand Imperative

Build a great differentiated brand or drown in a sea of sameness. Today having a strong investment management brand is not a nice to have, it’s an imperative. For years building an investment management brand was left to the big mutual fund players and others vying for… Read more →

Tesla Drops “Motors.” What’s Next?

Tesla just announced that it is dropping “Motors” from its name to signal that it’s moving into  businesses other than cars. They will, at least in the foreseeable future, be an unparalleled sustainable energy company. However, at the pace they are moving, one can only imagine what… 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 →

Don’t Confuse Loyalty with a Loyalty Program

“What really drives customer loyalty?” is a straightforward question that many CEO’s are asking themselves. A popular response is to employ a loyalty program. This is not necessarily the right answer. Every airline, hotel, credit card, and grocery store has a loyalty program, and they spend in… Read more →

Can Trust in a Brand Be Revived?

The question is… can trust be revived in a brand that is seriously damaged? Almost every year there are brands that amaze us with incredible stupidity… mostly generated by a drive for bigger sales numbers. Volkswagen not only misled consumers and dealers about emissions and gas mileage… 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 →

Differentiation: The Key Challenge For Professional Service Firms

It is tough enough to stand out from the crowd when you sell something tangible – a product. But it is exponentially harder to distinguish your business from its competitors when what you sell is intangible – a service, or advice. That’s the challenge facing professional services… Read more →