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March Madness: When Even the Floor is Branded

March 15, 2017

There’s one branded element that may hold the title as the most watched and most overlooked branding of the entire event – the actual floors on which the games are played. Yes, March Madness branding is so all-encompassing that even the very playing surfaces are incorporated into the overall brand profile and given a high level of attention to ensure they are both brand compliant but also provide their own unique addition to the visual branding.

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The Key to Ensuring Smooth Sailing When Creating Your Brand

March 08, 2017

There you are. Right in the middle of building your brand, and things couldn’t be going any better. It’s been smooth sailing the whole time – you have created a name that you love, your visual brand development process has produced logos, color palates and collateral that are aesthetically appealing and have you sure they are on the fast track to iconic status. But don’t start printing the “best new brand” certificates quite yet.

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Welcome to Brands We Love Week 2016!

December 19, 2016

Welcome to the third annual edition of Brands We Love Week! All week, we will be revealing what brands our resident brand fanatics thought stood out this year. Whether it was because of something they did, or a great experience they had with a brand, Brands We Love Week is a chance to tell our favorite brand stories! Additionally, we want to hear who you’d add to the list! Let us know what brands you loved in 2016, using the hashtag ‪#‎BrandsWeLove‬.

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Three Questions to Ask When Determining Your Pharma Brand Name Strategy

December 08, 2016

By understanding the general buckets of naming strategies and the scenarios in which these types of names thrive, pharmaceutical companies can hone their naming strategy. At the same time, these teams can hedge their risk by including options from different strategies, specifically blank canvas, to avoid the need to start over. When looking into a naming strategy for your product here are a few questions to consider.

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Action over Activity – 5 Ways to Efficiently Develop Your Brand

November 30, 2016

Developing a brand is not a knee-jerk process; moving too quickly and looking to take shortcuts will produce a brand that is incomplete and behind the game even before its launch. However, the amount of time spent on the brand development is not alone enough to ensure whether it will find success. No, it doesn’t matter as much HOW much time you spend, but WHAT you do in that time. The old business adage, “action always trumps activity” can also be applied to branding. Monitoring and making sure that your brand development is heavy on the action and light on activity, you can point the brand in the direction of efficiency from the very beginning. Here are a few ways to ensure this happens:

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Becoming a Tradition-Synonymous Brand

November 22, 2016

Over the years, brands have attached themselves to and eventually become synonymous with a holiday tradition. They’ve reached outside of their usual consumer audience and established brand equity with a portion of the marketplace with little to no brand knowledge outside of the name association. In doing so, they did something no advertising or marketing campaign could do – they became connected to tradition.

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Risk vs. Reward in Pharmaceutical Brand Naming

November 17, 2016

When developing a pharmaceutical brand name, there are two main paths you can take – either choose a name that is “safe” and has a good chance at regulatory approval, or to take the more “risky” route, with a name that might have a more difficult time getting approved but is sure to stand out in the marketplace. So, which one is best for your brand naming strategy?

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4 Characteristics of Leaders that Help Build Strong Brands

November 10, 2016

As with most aspects of business, a successful branding effort starts at the top. The brand must be developed in such a way and with an end product that provides for easy and full buy-in from leadership across the organization. But what is often overlooked is how the characteristics of the brand are not the only factors involved in leadership’s role with the brand. Leaders who wish to preside over successful brands must also possess certain characteristics in order to utilize their role in the organization to the fullest extent when dealing with the brand.

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