A Gut Check for Your Brand

A Gut Check for Your Brand

By Ethan Whitehill First it was market share. Then it was mind share. Now, today’s marketers are competing for something more primitive and more profound: gut share. That’s right—in a world where rational factors such as price, selection and availability no longer...
A Good Red is Hard to Find

A Good Red is Hard to Find

If you were expecting advice on locating a good cab or pinot noir, that’s not what this article is about (although we wouldn’t blame one for thinking that—at Crux we do love our red wine!). No, this is the story of why color consistency is so important to your brand,...
What’s in a Name?

What’s in a Name?

I finally made the leap! For the past five years I envisioned what this would look like—starting my own business, running a marketing company the way I think it should be run. It’s taken a lot of hard work to get to this point (and it’s a little terrifying), but here...