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	<pubDate>Tue, 07 Apr 2026 20:53:37 -0400</pubDate>
	<ttl>60</ttl>
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		<title>A Question of Balance</title>
		<description><![CDATA[Remember learning to ride a bike? Going fast was scary, but going slow meant falling. Little by little, we all learned that moving forward meant balance and balance meant moving forward. Once we had that, we had freedom (or at least the ability to do cool jumps).]]></description>
		<pubDate>Wed, 15 Dec 2021 08:24:31 -0500</pubDate>
		<link>https://madebynonfiction.com/journal/a-question-of-balance/</link>
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		<title>Act Like Who You Want to Be</title>
		<description><![CDATA[We’re combining our expertise in brand identity with expert insights from Ted Dillon, COO at Clean Energy Ventures. The clean tech industry is full of big ideas the world needs to create a more livable, sustainable planet, and Clean Energy Ventures are at the forefront. For Ted, design and brand play a key role in how founders can build a cleaner future. Ted and Neil talk about how venture capital, marketing, PR, and entrepreneurship intersect with design and building big things.]]></description>
		<pubDate>Thu, 13 Apr 2023 13:42:39 -0400</pubDate>
		<link>https://madebynonfiction.com/journal/ted-dillon/</link>
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		<title>Are You Coke or Pepsi? Or, How to Become Special</title>
		<description><![CDATA[Are you Coke or Pepsi?

I bet you had a gut response to that question. Two fizzy brown sugar water drinks. What makes each one different? Red versus Blue. Script versus circle. It’s the Real Thing versus Refresh the World. Yes, I realize they taste different. You might think one is “better.” But that’s all part of the experience. Your view of the product is influenced by the brand, and the brand is influenced by your view of the product. They are inseparable. Brands connect physical (or digital) things to the mental pictures of what they stands for in our minds.

Let’s assume you’ve got a great product. How do you create the right mental picture?]]></description>
		<pubDate>Fri, 10 Feb 2023 12:19:42 -0500</pubDate>
		<link>https://madebynonfiction.com/journal/coke-or-pepsi/</link>
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		<title>Business Questions, Branding Answers</title>
		<description><![CDATA[We often have conversations with clients about what branding can do for their business. And often, the same four questions come up. Under the guise of creating a new logo or sprucing up their website, they really want to stand out, win customers, and make more money.]]></description>
		<pubDate>Wed, 15 Dec 2021 12:17:23 -0500</pubDate>
		<link>https://madebynonfiction.com/journal/business-questions-branding-answers/</link>
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		<title>Don&#x00027;t Get Ahead of Your Skis</title>
		<description><![CDATA[The American writer Upton Sinclair ran for governor of California in 1934. Part of his campaign included writing a visionary piece entitled I, Governor of California, and How I Ended Poverty. It described in vivid detail policies (in past tense) that he implemented as governor (an office he hadn&#x00027;t yet won).]]></description>
		<pubDate>Wed, 15 Dec 2021 08:35:37 -0500</pubDate>
		<link>https://madebynonfiction.com/journal/dont-get-ahead-of-your-skis/</link>
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		<title>Great Brands Start with Empathy</title>
		<description><![CDATA[Often, companies see building a brand as another expense for their already stretched budgets. “How can we spend money on design-y stuff when we need to be spending on product development and customer acquisition and finding more revenue?” As a business owner myself, I get it.]]></description>
		<pubDate>Mon, 29 Jan 2024 13:45:00 -0500</pubDate>
		<link>https://madebynonfiction.com/journal/empathy/</link>
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		<title>Growing an Evergreen Brand</title>
		<description><![CDATA[People are attracted to the novel. The new. The now. In a world of 8-second attention spans, a 30-second video clip seems long. And a brand that doesn&#x00027;t change for years may as well be prehistoric.

So the question is: how do you break through the fog when no one can pay attention?]]></description>
		<pubDate>Fri, 17 Sep 2021 10:03:57 -0400</pubDate>
		<link>https://madebynonfiction.com/journal/evergreen-brands/</link>
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		<title>How to Distill a Brand</title>
		<description><![CDATA[We live for launching what’s new and shaping what’s next. Helping people create their own future is why we’re in business. People like the international award-winning Echo Spirits Distilling Company. We helped them get their brand foundation in place: purpose, positioning, personality, and visual identity. And then we grew the system along with them, so the brand evolves as they do. Here’s a peek at the process.]]></description>
		<pubDate>Mon, 05 Apr 2021 16:00:03 -0400</pubDate>
		<link>https://madebynonfiction.com/journal/how-to-distill-a-brand/</link>
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		<title>If A Brand Launches in the Forest, Does Anyone Hear It?</title>
		<description><![CDATA[What comes first? A great brand or great PR? That’s the question we posed to our friend Josh Inglis, CEO at Propllr. Like the age old chicken and egg, it turns out the answer isn’t that simple. Long story short, a great brand doesn’t guarantee great PR. But a bad brand can definitely hurt if it doesn’t live up the hype of your PR.]]></description>
		<pubDate>Mon, 22 May 2023 12:08:06 -0400</pubDate>
		<link>https://madebynonfiction.com/journal/propllr-interview/</link>
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		<title>Live Uncomfortably</title>
		<description><![CDATA[We were thrilled to be interviewed by Mike and Josh for the Conquering Columbus Podcast. We talked about our work with clients like Huntington Bank, Columbus State, BalletMet and Echo Spirits Distilling. It&#x00027;s a deep dive into how we create brand less noise and more meaning.

Nonfiction on the Conquering Columbus Podcast]]></description>
		<pubDate>Mon, 20 Sep 2021 13:50:45 -0400</pubDate>
		<link>https://madebynonfiction.com/journal/live-uncomfortably/</link>
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		<title>Me, We, Everybody</title>
		<description><![CDATA[The best brands are experts at creating a strong alignment between how they communicate and how their audience sees the world. These brands speak their audience’s language. They understand what their audience really wants. And in turn, they connect deeply with their audience&#x00027;s core needs.]]></description>
		<pubDate>Fri, 17 May 2024 14:42:40 -0400</pubDate>
		<link>https://madebynonfiction.com/journal/me-we-everybody/</link>
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		<title>Minimal Brands, Maximal Noise</title>
		<description><![CDATA[We&#x00027;ve seen a design trend over the past decade to use miminalism as a style. Take the company name and set it in a contemporary sans-serif typeface. Add a vibrant color palette, maybe even one that’s bright and jarring. Cap it off with some highly art-directed studio photography. It’s clean and modern, so it will be recognizable and ownable, right? All it&#x00027;s doing is creating visual static.]]></description>
		<pubDate>Fri, 17 Sep 2021 13:24:09 -0400</pubDate>
		<link>https://madebynonfiction.com/journal/minimal-brands-maximal-noise/</link>
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		<title>What To Do When “Eco” Misses the Mark</title>
		<description><![CDATA[In 1952, the Cuyahoga River in Ohio caught fire. At the time, the entire river from Akron to Cleveland — about 35 miles — had no animal life. The water was a thick, rusty brown after years of pollution. This fire, only one of 13 on the river, caused over $1 million in damage to surrounding infrastructure.]]></description>
		<pubDate>Mon, 05 Apr 2021 14:21:08 -0400</pubDate>
		<link>https://madebynonfiction.com/journal/what-to-do-when-eco-misses-the-mark/</link>
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		<title>What&#x00027;s Next? A Manifesto for the Future</title>
		<description><![CDATA[Few people have gotten the literal long view of the world. The image below was shot during Apollo 11 in 1969. It’s a snapshot of what the entirety of our planet and the entirety of humanity looked like at the time. It’s a reminder to ask questions. What should the world look like in the future? In 5 years time? 50 years? 100 years?]]></description>
		<pubDate>Tue, 18 May 2021 18:44:50 -0400</pubDate>
		<link>https://madebynonfiction.com/journal/whats-next-a-manifesto-for-the-future/</link>
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		<title>When Your Crystal Ball Isn’t So Clear To Everyone Else</title>
		<description><![CDATA[As founders, entrepreneurs, and big thinkers, we’re here to invent the future. We’re more interested in how to solve the big challenges of our time. In how things could be rather than how things are. That’s good. Optimism matters. Looking ahead keeps us motivated. But what happens when people don’t see it like we do? How do we get people as excited as we are about where we’re going? Sometimes moving forward means taking lessons from the past. Let’s take a look at two things we can learn from the Classics about shaping the future (and how building a strong brand can help us do that).]]></description>
		<pubDate>Fri, 10 Feb 2023 10:49:15 -0500</pubDate>
		<link>https://madebynonfiction.com/journal/when-your-crystal-ball-isnt-so-clear-to-everyone-else/</link>
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		<title>Zen and the Art of Brand Engagement</title>
		<description><![CDATA[We love books. Books are analog. They don’t run out of batteries. We can lay them out on a table side by side and have unexpected ideas. There are two camps in our office when it comes to books: those who write in them and those who don’t.]]></description>
		<pubDate>Thu, 09 Sep 2021 19:44:51 -0400</pubDate>
		<link>https://madebynonfiction.com/journal/zen-brand-engagement/</link>
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