Is Brand Power Waning? (Part Two) Guest Blogger: Ashley Wiederhold Many industry leaders have long expected brands to lose their power as consumers become increasingly knowledgeable about their products, services, and behind-the-scenes activity, thanks to the World Wide Web. As an article published by the Harvard Business Review so aptly explains: “The case for the […]
Continue ReadingIs Brand Power Waning? (Part One)
May 13, 2014
Is Brand Power Waning? (Part One) Guest Blogger: Ashley Wiederhold An article in The New Yorker has raised some interesting questions: Despite all of the money, time, and energy that businesses invest in their brands, is brand power a thing of the past? Is the influence of a positive, strong brand waning? The argument put […]
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IBM: Building a Lasting Brand
IBM: Building a Lasting Brand Guest Blogger: Ashley Wiederhold It’s easy to take today’s big brands for granted; while we can see the process of small businesses developing their brand identities, it’s often assumed that large companies are large companies because they’ve nailed down successful brand strategies (among other things). But these big businesses certainly […]
Continue ReadingLogos: Making Your Brand Pop
February 04, 2014
Logos: Making Your Brand Pop Guest Blogger: Ashley Wiederhold Branding is a multi-faceted process that requires several components working in tandem to be successful. One of these elements is a logo. Ultimately, a company’s logo is its brand’s visual representation. Your business can have several different forms of collateral that are visual in nature, but […]
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Richard Branson Communicates with Consumers, Builds Character with Branding
Richard Branson Communicates with Consumers, Builds Character with Branding Guest Blogger: Ashley Wiederhold “Brands exist as a means of communicating what to expect from a product or service,” explains Richard Branson in an article he wrote for Entrepreneur. This definition may seem simple—too simple—at first glance, but it conveys an often overlooked idea that is […]
Continue ReadingSocial Media: How Can It Build Your Brand?
November 05, 2013
Today’s guest blogger is Ashley Wiederhold, Project Manager here at Addison Whitney! Social media is just one of many double-edged swords in the marketing arsenal. On one hand, when done right, social media marketing is a highly effective way to appeal to a target audience. On the other, the wrong approach to social networking can be […]
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Making Your Mark: Tattooing as a Form of Self-Branding
We all find ways to “brand” ourselves on a daily basis. Just as companies send messages about who they are and what they stand for by using a carefully chosen name, slogan, or logo, we make our own personal statements with the clothes we wear, the places we frequent, the music we listen to, and […]
Continue ReadingNeuromarketing: You don’t know what you don’t know
May 30, 2013
Neuromarketing, an upcoming discipline, is directed towards a detailed attempt in understanding the consumer decision making process. Unlike traditional market research methodologies, which are dependent on a respondents’ ability to accurately describe their thought process, neuromarketing is a process that analyzes a person’s sensorimotor, cognitive and affective response to marketing stimuli. By monitoring parts of […]
Continue ReadingThe Secret Ingredient to Naming a Blog
October 23, 2012
The Secret Ingredient to Naming a Blog By: Brittany Scott, Verbal Branding Associate To some, naming your blog may not be the most exciting aspect. However, the name of your blog drives traffic to your site, gives readers an idea of what your site is about, and most importantly, makes your site memorable so readers will […]
Continue ReadingIs Fido the Next Ideal Target Audience Member? A look at brands that have extended into the world of pet products
October 16, 2012
Brand extensions are a common way for established brands to profit from untapped markets that their current product line does not appeal to. By entering into an entirely different product category, these brands can attain these customers and, if done correctly, the extension can be a very lucrative endeavor. For example, Ralph Lauren’s Polo brand […]
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