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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Evolution, with a Purpose: How the Top Brands Stay Relevant in an Ever-Changing Market

June 21, 2016

In a recent piece for The Huffington Post Australia, author Luke Cooper asked the question, “Why would a soft drink company require a chief design officer?” The answer lies in how brands present themselves to their consumers. As the wishes of consumers shift, brands must also shift how their strategies are developed and how they represent themselves. This trend goes beyond brand strategy; in fact, it leans heavily on visual branding to communicate the brand story.

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AW Spotlight: Meet the 2016 Addison Whitney Summer Interns!

June 14, 2016

Every summer, Addison Whitney welcomes an outstanding group of college students into the office as our summer interns! This year, our class consists of four interns representing three schools from around the area – these four will be working in the marketing, brand strategy, market research and verbal branding departments, and we are excited to have them on board this summer! Now, let’s learn a little more about the AW summer 2016 intern class!

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3 Things to Consider when Taking Your Brand Name Global

May 26, 2016

Most organizations are looking for their brand to grow throughout its lifetime, and for some, that anticipated (and hoped for) growth includes expanding outside of their home region or country. However, this growth can come with a downside for the brand if certain aspects, specifically the brand name, aren’t suited to travel. Everything is going well – the brand is growing, new markets are identified, the stage is set for an initial foray into the global market – until the brand name falls flat once it leaves the home market. So how does a brand ensure its success both locally and globally? Here are three areas of consideration to take into account when creating a brand name that will be used on a global scale…

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Living the Brand: How to Build a Strong Brand Persona

May 19, 2016

Why do we gravitate towards certain brands while actively avoiding others? What is causing the rise in “lifestyle” branding? When does a brand become something more than just a brand? The answers to these questions could be the basis for an entire blog series, but for this one, we are going to focus on the common theme that runs throughout all of the answers: creating a brand that connects with your audience.

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Stick With What You Know: How to Achieve a Successful Brand Extension

May 11, 2016

When looking to expand a brand’s influence by introducing new products in different product categories, brand extensions can be a risky move. It’s been said before on this very blog that when it comes to brand decisions, there’s no need to recreate the wheel. Sometimes, the brand extension that makes the most sense, or the one that comes to mind first, is there for a reason – it’s the best choice.

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