Category Archives: Brand Managment

A Compendium of Branding Ideas

Here are three ideas that might be adopted for your branding activities. The first introduces newsjacking, the second suggests the importance of branding for destinations, and the third speaks to personal branding. Just click on a headline to read the original story.

Breaking Bad: How to Use Newsjacking to Your Brand’s Advantage – Business 2 Community
Breaking Bad: How to Use Newsjacking to Your Brand’s AdvantageBusiness 2 CommunityNewsjacking, also known as culture-jacking, is the process of injecting your ideas or angles into breaking news, in real-time, to generate media coverage for your brand. Done effectively, it can validate your brand as a thought leader in your industry …

Colorado Gears Up For Ambitious Branding Effort –

Longs Peak in Rocky Mountain National Park

Colorado Gears Up For Ambitious Branding EffortOrganizers believe this campaign is different because they are calling on everyone across the state to bring ideas to the table. “Engaging every citizen in the State of Colorado. Giving them the opportunity to express their point of view and give their …

 

 

 

 

Easy, Universal Blogging Idea for Personal Branding Success – Business 2 Community (blog)
Business 2 Community (blog) Easy, Universal Blogging Idea for Personal Branding SuccessBusiness 2 Community (blog)Easy, Universal Blogging Idea for Personal Branding Success image RCP AireyWork4MoneyTWO75 186×300 Serendipity and a willingness to look for inspiration everywhere can play big dividends. Often, the best ideas for building your personal brand come …

Brands: an investment in growth and stability

I contend that the brand is the most long-lasting and valuable asset of almost every successful business.

Companies can switch physical facilities innumerable times and brand awareness will not change. They can go through several CEO’s without customers noticing any basic change in the brand. Economies will cycle through good and bad times without affecting a brand’s image.

Think investment when you think of branding

Successful companies know their brand(s) are valuable assets. Continue reading Brands: an investment in growth and stability

Brand Audit Guidelines

A brand audit is a review and verification of your brand

Several years ago I devised a diagram and explanation of the elements to be considered in a full-fledged brand audit. You can access a pdf of this document by clicking here. As I said, it is comprehensive, taking into account various aspects of a brand and its competitors: Financial, organizational, marketing, positioning, differentiators and brand personality considerations. You can use it as a brand audit plan.
For organizations where only a portion of a major audit might be needed, I’ve included several resources below. Continue reading Brand Audit Guidelines

Warning: exaggerating is not good branding

Be sure to be truthful or...Quite often we see brands making claims or offering benefits that are incredulous.

The product or service may be tops in its category and perform up to expectations, but an unbelievable statement of superiority will cause prospects to shy away, and perhaps even scoff.
Credibility is so important in building trust for a brand that any hint of exaggeration can be detrimental. Remember that folks have long memories, particularly about negative or untruthful claims. And even if a statement is true, it may not be creditable, so be careful that your enthusiasm doesn’t carry you away. Look at those claims from a customer’s point of view.

Even attempts at humor along these lines (Dairy Queen’s “cats in a bubble” ad, for instance) tend to diminish the brand’s credibility. Continue reading Warning: exaggerating is not good branding

A brand palette can help ensure continuity

A palette brings to mind color – the artist’s palette.

But for the graphic designer, palette refers to many of the ingredients he or she uses in the design process. At least that’s the opinion of Chuck Green, one of the most literate graphic designers blogging on the web. I look forward to his monthly email, too, because he introduces me to many new ideas and the designers of those ideas. You might say it’s inspirational. Continue reading A brand palette can help ensure continuity

Branding Microsoft via Seinfelds show about nothing

Branding Microsoft via Seinfelds show about nothing

I cant figure it out.

I was schooled in three types of advertising: product, corporate identity and direct response. Ive performed all three as a copywriter for a very diverse set of clients, from IBM and Hewlett-Packard to Accolade Interiors and Conestoga Trading Company.

But theres something wrong with the latest Microsoft campaign: It doesn’t fit in any accepted category. That’s OK if you’re bold enough and genius enough to know the basics and build upon them with innovative approaches. Continue reading Branding Microsoft via Seinfelds show about nothing