Skip navigation

Branding

  • Brand values:  reporter or columnist?

    Brand values: reporter or columnist?

    Would you rather be a reporter, or a columnist? Reporters have a great combination of investigative skills, communication skills, moxy, and pluck. Columnists are made from the same raw material, but they get paid far more.  Why? Readers care more about what a particular person is saying than what a generic person [More]

  • Insight: Rebranding recipe

    Insight: Rebranding recipe

    Have you wondered why an organization's rebrand doesn't seem particularly right?  That maybe they missed something along the way?  A bad rebrand can mean that at best, that the expected benefits aren't delivered, and at worst, the brand is ridiculed in the market. There are no shortage of these flubs - [More]

  • Viewpoint: The Rebranding Decision

    Viewpoint: The Rebranding Decision

    At what point might it make sense to rebrand? Not a question to be taken lightly, but it has been asked - or considered - by just about every CEO and every marketer at one point or another. In the spirit of putting some objective criteria behind any decision to change, [More]

  • Avoiding costly design corner cutting

    Avoiding costly design corner cutting

    Have you ever purchased a new house, only to later discover that the contractor cut some corners?  And that buck or two savings for the contractor now translates into thousands of dollars of extra cost for you?  Unfortunately, many branding agencies and design houses have taken a page from the building [More]

  • Trust Killers

    Trust Killers

    How much does your organization invest in marketing? Beyond thought leadership and inbound marketing strategies, there is advertising, promotional items, trade shows, CRM, marketing automation, the web and social media.  Any way you look at it, the investment is substantial. Yet despite this focus, and despite all of this strategy, why [More]

  • Branding and Web Security

    Branding and Web Security

    What determines the confidence in your brand?  Yes, the visual identity and what people see.  And yes, the experience and interaction people have, both online and in the real world.  And yes, the social media (and traditional media) buzz - both positive and negative.  But there is another factor, hidden [More]

  • Reputation Rescue

    Reputation Rescue

    Have you ever been in a situation where your personal reputation has been called into question online?  Or your organization's brand is under attack from a special interest group, and it is emerging somewhat battered?  Not good. Of course, the best way to build a great reputation is to do [More]

  • Brand Building and Brand Transfer

    Brand Building and Brand Transfer

    Beyond ads, media mentions, and the web, is there another mechanism to build your organization's brand? One that might cost significantly less, yet yield powerful positioning advantages? Brand Transfer is the "borrowing" of another organization's brand to better convey - or even amplify - your own. Consider the following examples: How differently [More]

  • Brand Building: Strong On the Inside

    Brand Building: Strong On the Inside

    How much does your organization spend on your brand? Usually, this question yields answers in the following spending categories: research, logo design, collateral production, messaging, and ads. And maybe content,  Social Media, and a few other things. While all of these are important, this list is missing the two fundamental delivery mechanisms [More]

  • Marketing Congruency

    Marketing Congruency

    At one time, a marketer needed only consider a few communications channels: Print, TV, Packaging, and the speaking points within a salesperson's sales pitch. Today, all bets are off:  Traditional channels still exist, but have been eclipsed by the website, marketing automation emails, LinkedIn, Facebook, YouTube, Twitter, Instagram, TikTok, and [More]

CATEGORIES

Back to top