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Tag Archives: Branding
What have you done for me lately?
Can the strength of your brand come from the longevity of your business? No one would argue that surviving business challenges for twenty, fifty, or even a hundred years is admirable. It certainly shows the ability to make sound business decisions and the agility to evolve with the changing needs of the market. It’s not, [...]
Also tagged: Brand, Brand Strategy, Marketing, Marketing Strategy 6 Comments
Gap’s Short-Lived Logo Revamp
You may have seen the latest branding faux pas in the headlines the past several days. You know. The clothier who pulled a Tropicana – now a buzz phrase for brand design flops. Since Gap revealed its new logo on October 4, the new mark designed by Trey Laird and his team at Laird and Partners has created quite a stir among brand loyalists and designers.
Also tagged: creative thinking, Design, identity, strategic 6 Comments
The Little Things
When I walk through stores, eat at restaurants, or shop online, I notice the little things which influence me positively or negatively. Businesses make substantial investments to build their brands, but far too often the brand message doesn’t make it to the front line.
Also tagged: Brand, Communication Programs 2 Comments
Differentiation: It’s not just being different
Every time I read an article, white paper or blog about brand strategy development, the term “Differentiation” is featured as one of the key elements. Yes, differentiation is a key element in building an effective brand strategy, but it doesn’t stop there. Simply saying the same thing in a different way does not create the [...]
Also tagged: Brand, Brand Strategy, Marketing 9 Comments
Great Brands Begin Internally
For many marketing departments, the primary focus is on building a brand that engages the target audience to create awareness and generate interest. Budgets, research and strategies are all aimed at building a brand that speaks directly to the external people it’s intended to reach. But we can’t stop there.
Also tagged: Brand, Brand Strategy, Marketing 3 Comments
Key Success Drivers: Customer Voice, Customer Experience
As marketers, customer retention should always be a priority in our brand, marketing and communications programs. Now more than ever, we need to be strong advocates for treating customers like gold. That’s an easy concept for all of us to endorse. But how do you embed it in the fabric of your organization? It begins [...]
Manage Your Brand to Persevere – and Capitalize
We’ve been hearing about it every day for months. Bank busts, bailouts and buyouts. Gloom and doom, 24/7. It sent some companies into a defensive mindset, paralyzed by fear and a focus on “laying low” until the storm subsides. Others threw long-term strategy out the window. Cost cutting and short-term revenue-generating activities are their only [...]
Also tagged: Brand Strategy No Comments »
Solid Creative is Built on Solid Branding
I have a Thomas Edison quote hanging in my office that reads, “Opportunity is missed by most because it is dressed in overalls and looks like work.” It’s one of my favorites. In rebranding your company, you have an opportunity – a big one – to clarify your brand, to make it distinctive and relevant. [...]
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Developing a Powerful Brand Experience
Does your brand connect with your target audience? Does it stand out from the competition? And have stopping power? Find out what you can do to activate your brand and reach your target in this podcast featuring Vice President of Strategy and Integrated Communications, Bill Kobel. JPL Case Studies Read About JPL’s Rebranding
Also tagged: Brand Strategy No Comments »
The NFL – A brand at a crossroads