Movable Ink’s Evolution

“As the business matures, the brand responds.”

A business isn’t born a brand. A business becomes a brand when it transcends its original category and discovers its true essence, defined by its values, voice, and relationship with its customers.

Transcending from business to brand is inevitable for this reason. It is a defining moment. Investigating the stages of transcendence for Movable Ink was a clear first step on the path to brand evolution.

Inclusivity, Intent, and Innovation

How human motivation shapes the innovative landscape of tomorrow

“It is not the similarity or dissimilarity of individuals that constitutes a group, but interdependence of fate.” Kurt Lewin, 1939

Considered as one of the most influential psychologists of the twentieth century and the father of modern social psychology, Kurt Lewin developed a theory that emphasized the importance of individual personalities, interpersonal conflict, and situational variables.

Often expressed using the following formula:

B = f(p,e)

Behavior (B) is a function of the person (p) and their environment (e)

Field Theory proposes that our individual traits and the environment interact to cause behavior. This theory is founded on the principles of Gestalt psychology, that human perception is influenced by our motivations and expectations.

Branding: The Art of Bridging Strategy & Creativity

An introduction to Branding Principles

If you’ve ever tried looking up the definition of branding, or have gone as far as researching steps on how to build a brand; you were likely to enter a vortex of many confusing, and often contradictory explanations.

Many will tell you branding is about standing out from the rest. Others will say, branding is all about your logo, voice, and tone. It’s a promise. It’s your personality. It’s the story you tell.

If this left you feeling more confused than when you had first started; you are not alone.

In an attempt to demystify branding, so-much-so that it had become the foundation of my career, I had spent the past couple decades implementing and testing the many theories, methodologies, and recommended practices while working on some of the worlds’ leading brands; culminating in the following conclusion:

Branding is intentional differentiation.