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Patience is a (Branding) Virtue

August 18, 2016

Simply put, brand development is a practice in patience and the ability to stay the course. When creating a brand, especially during the strategic development phase, the end goal may seem a million miles away. Along those lines, there may be some bumps in the road on the way to success, which will undoubtedly cause some to begin wondering if and when the strategy should be abandoned.

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Brand Engagement in an Ever-Connected Marketplace

August 16, 2016

In the not-so-distant past, brand engagement was, like most media and advertising efforts, easily calculated, tracked and controlled. This is no longer the case. Today, brands are faced with both the ease and the issues that come with online brand engagement opportunities, where measurement is tracked via software programs and engagement rates are dependent on the consumer.

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AW Spotlight – Visual Branding Team’s Favorite National Flags

August 11, 2016

During the Opening Ceremonies of the 2016 Olympics, each nation represented in the Games matched into the stadium behind their flag, giving viewers a firsthand look at the amazing visual branding exhibited by the flags, many of which may have been previously unknown. In this spirit, we asked two of our talented of the AW Visual Branding team members to give their selections of which world flags they felt are the most visually appealing. Let’s find out their selections:

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3 Ways a Strong Brand Can Bring Your Organization Together

August 09, 2016

Not only can a strong company brand drive consumer and market success, but it can also have a positive impact from within the office walls. Whether it’s through initial brand development or a rebranding effort, the creation and implementation of a strong brand will have a unifying effect on the organization as a whole. Although often overlooked, here are three ways a strong brand can serve to make your organization stronger and more successful:

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Finding the Connection: How a Brand Name Can Help Tie Your Brand Together

August 04, 2016

Congratulations, you’re a parent! Bringing to life a pristine new entity created from scratch, it’s your brand. And like all things birthed into magnificence and destined to prosper, it needs a name But when namer’s block kicks in and you are staring at a trash can full of crumpled wads of fizzled ideas, it’s probably because you’re brainstorming too broadly.

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How to Ensure Smart Branding Evolution

August 02, 2016

Being a strong brand isn’t synonymous with being rigid and unwilling to change; in fact, it should be flexible, providing room to shift and shape as time passes. It’s one of the hallmarks of long-lasting brands. The marketplace changes, consumers evolve, and those that survive evolve right along with them – to a point.

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How to Build Your Brand Portfolio Using a Flagship Brand Strategy

July 12, 2016

Some organizations are making a strategic brand decision to use elements of a flagship brand as “boosters” for its complementary branding. For many brand portfolios, this strategy is a far-off dream, only available if and when their main brand achieves a level of notoriety and positive brand connotation where it can be enabled to carry over into the space of additional brands. So how can those without a global icon at the helm of the brand ship take advantage of whatever boost may come from its main brand?

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How to Make Your Brand Stand Out in a Crowd

June 30, 2016

On a hot Monday afternoon, July 4th, 2016, competitors will gather at the boardwalk on Coney Island in Brooklyn, N.Y. to compete in one of the most famous Indepedence Day traditions around – the Nathan’s Hot Dog Eating Contest. Now, despite what some may think of the contest itself, there is little doubt the impact it has had on the Nathan’s Famous Hot Dog brand. That’s right – a brand was able to build an entire branding strategy off of a competitive eating contest. How did they do it?

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The Appearance of Assortment: Why Kraft-Heinz Cross-Branded

June 28, 2016

Facing a highly competitive packaged food industry and a shift in demands and drop in growth, Kraft-Heinz decided to take an offbeat-path to win consumers back. In a series of collaborative efforts with other brands, Kraft-Heinz has been able to achieve the appearance of more premium and diverse products .Variegating its products with similar or better brands makes Kraft-Heinz look more appealing in the less popular packaged food aisle, even if they’re collaborating with other packaged food. Two seems to be consistently better than one in the eyes of an untrusting consumer.

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Speaking Their Language: 4 Tips in Branding for an Age Group

June 23, 2016

If a company’s message falls down in the forest with no one to hear it, did it really even make a sound? Just like the lonely tree tipping, a brand irrelevant to its audience’s age group is non-existent. Creating a desirable brand means creating an observable one, and sometimes that means translating your message to match the desires of those you want to buy in. To prevent your business’ generation gap from showing, here are four tips to guide branding for your target age group.

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