How to Make Your Brand Stand Out in a Crowd

June 30, 2016
by Matthew Harris
in Addison Whitney, Brand Strategy, Marketing

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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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
by Matthew Harris
in Addison Whitney, Branding, Naming, Verbal Branding

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
by Matthew Harris
in Addison Whitney, Brand Strategy, Branding

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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5 Ways to Begin Your Branding Before You Begin Your Branding

May 06, 2016
by Matthew Harris
in Addison Whitney, Brand Strategy, Branding

Sometimes, the work done prior to the project is just as important as the work done during. This same idea is in play during the branding process. Jumping right into a new brand development or a rebrand is akin to jumping in a pool before finding out how deep it is. Those brands who begin their branding journey by following these five steps ensure they’re starting off on the right foot.

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Looking toward the Branding Future with an Eye on the Past

May 03, 2016
by Matthew Harris
in Addison Whitney, Brand Strategy, Rebranding, Visual Branding

It’s a common misconception that a “rebrand” automatically means a brand new start – that when a rebrand occurs, the slate must be wiped clean and all subsequent branding elements must possess totally original characteristics. In fact, the best rebrands take the opposite approach. They take the time beforehand to identify and research what brand aspects of the previous iteration carry the most weight and provide the most benefit, then find ways to incorporate or pay homage to these aspects in the new brand.

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