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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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Oh The Places Your Logo Will Go: Unexpected Mediums that Must be Considered in Visual Branding

November 03, 2016

When working through the visual branding process, especially in logo design, there are a few obvious places the logo will need to be displayed, such as office signage, business cards and websites/social media platforms. But it’s not enough to simply perform in the usual logo locations – in today’s increasingly diverse mediums in which logos will be deployed, logos must perform as they are needed, no matter the new and unexpected places they might be found.

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Why You Should Keep the Focus in Your Brand Development

October 19, 2016

When it comes to brand building, this constant starting over and relying on chance-based efforts take up time and money, two crucial components to successfully build and create a brand. On the contrary, a focused, targeted and well-strategized brand building campaign will yield results at a much higher rate, and will provide the necessary data of what works and what doesn’t works to help build the road map moving forward.

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Age is Just a Number: 5 Ways Established Brands Can Stay Young

October 17, 2016

There are few things worse for a company’s image than to be seen as one that believes they can connect with today’s consumers, despite overwhelming evidence to the contrary. So how do you ensure that your brand takes the right path to stay relevant and modern? Here are five ways that established brands can prove that age is just a number…

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The Big Transition: What to Do with Your Brand Following a Merger or Acquisition

October 13, 2016

Far too often a brand strategy is overlooked in the M&A process, or brought to the table too late to have an impact in anything except final implementation. Whenever it happens, it is important to develop a communication plan that addresses both internal and external audiences. This plan should break down the individual audiences in detail and outline what they should know and when, including the appropriate verbal and visual brand implementation for each instance.

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