Melissa Gonzalez, the founder of The Lionesque Group, shares her insight on how to create a powerful brand DNA

Don’t miss our Future of Advertising events in SF and NYC, where PSFK & industry pioneers will present the new rules of consumer engagement in inspiration sessions that explore the changing realities of the advertising industry.

Each week there is a new brand launching, be it apparel or accessories, food or technology. Launching a website is possible for almost anyone who can buy a template, upload photos, adjust colors and fonts. Every industry seems saturated with options, and competition is fierce. Most ‘disruptive’ ideas are barely new, and very few have staying power, often ceasing operations by overspending without the ability to turn a profit. So how does a brand create a DNA so powerful that it resonates, builds trust and has longevity with it’s customers?

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