Every decision runs through you.
Every team member needs you.
Every absence costs you.
This is what a ceiling looks like.
It's not a leadership problem. It's a brand problem.
That's research by Forrester.
41% faster revenue growth.
49% higher profit growth.
51% stronger customer retention.
As a leader.
Building a brand.
You're trapped inside it.
Architect. And inmate.
Built into a structure of Laws customized for your brand. Not rules that break under pressure. Laws that govern.
Your Worth in one sentence drives everything.
Change the industry norm that competitors accept.
Build a brand they’d miss forever, if it Disappeared.
Your Belief is your yes/no machine.
Your Principle makes every deliverable decision obvious.
Every memorable brand has that one thing that's Forged.
Align your Position and own the space.
When your brand Works, people don’t just buy; they belong.
Balance Friction to deliver the best outcomes.
Gameplan Creative CEO/Founder / 1st NBA Creative Director
“Richard Every’s Brand String Theory is one of those rare branding books that actually reframes how you think. His internal–external–eternal framework brings uncommon clarity to the forces that shape enduring brands, and his case studies connect theory to action with precision. The ‘brand string’ visuals distill complex strategy into an accessible, highly functional tool.
For professionals at any stage, this book offers meaningful insight and practical value.
I strongly endorse it.”
Founder/CEO, Braydiver / Leadership & High Performance Consultant
“‘Under pressure, clarity is the first thing to leave the room.’ Richard Every had me hooked from the minute I read that sentence. As I read Brand String Theory, I found myself reviewing my own business - my force statement, my frame and my function.
I finished the book with an action plan already written - to elevate the branding of my own business. Because what this book gifted me was a totally understandable, focused process to own my own brand.
This is a must-read for any Business Owner.”
Managing Partner, Kajko, Weisman & Colasanti
“As the Managing Partner of a very successful law firm, in a very competitive legal market, I have, for many years, mentored the lawyers of the Firm, about the importance of developing their own brands as lawyers. Brand String Theory deepens my thinking, appreciation and understanding of the importance and strategic placement of branding in the business world. Richard Every goes deep and wide in Brand String Theory and enriches and expands the scope of my understanding of brand theory, reminding me that sometimes, even after 38 years of practice, I still don’t know what I don’t know! Simply superb!”