Three axioms and three questions that summarise all of brand strategy
Creating Names with Emotional Appeal - The Startup - Medium
Solving Brand Challenges With The Paradox Process | Branding Strategy Insider
The Paradox Process is a model for brand development that when applied works for many brands facing complex challenges. Its primary purpose is to get insight into consumer pain points or contradictions that need solving, and it works by using contrary perspectives to arrive at new conclusions.
A Guide to Hope-Based Communications | OpenGlobalRights
Also see author's org: https://www.hope-based.com/ 5 shifts: 1) Fear to hope 2) Against to for 3) Problem to solution 4) Threat to opportunity 5) Victims to heroes