- Emotional Branding Campaigns
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written on September 29, 2011
by Jason Therrien
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Branding
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One of the most important ways a brand comes to life is the way it impacts the lives of its customers.
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- 5 Ways to Maximize Your Brand with Energy Awareness
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written on September 13, 2011
by Betsy B Muller
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Branding
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Much has been written about branding as the means by which a business identifies itself, sets itself apart and creates a memorable impression upon the market it serves. On the most basic level, most people think of a brand from a purely visual form in terms of design, color, logo, printed items and other elements such as a clean, attractive place of business.
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- Marketing Lingo Explained, A Mini Glossary
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written on June 09, 2011
by Rachel Downey
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Branding
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There is a lot of confusion over the various types of plans businesses use and even more confusion about how Brand fits into the mix. This article strives to bring clarity to these tools by sharing brief definitions of each term, in the relative order in which they should be addressed and by using the analogy of building a house.
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- Professional Services Firms- Rebrand Now
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written on March 31, 2011
by Rachel Downey
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Branding
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In the new economy, it is a new game and those coming out ahead aren’t the same ones who started in the front. Now is your chance to change the rules of the game and make your firm the one that stands out.
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- Interpretive Storytelling
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written on January 18, 2011
by Rachel Downey
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Branding
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One of the great things about Brands is their ability to tell stories—helping people connect to organizations, products and places. Interpretive Programs dive even deeper into the function of storytelling. An Interpretive Program, as it relates to environmental graphic design, is a system of signs, graphics and other visual elements that share short stories reflecting on the history, people, culture, ecology and architecture of a place.
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- The Brand Experience
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written on January 11, 2011
by Rachel Downey
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Branding
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Developing a cohesive brand and message for any organization helps it compete — for customers, for visitors and for attention. This article discusses why addressing the brand experience as a strategic planning tool can help you engage your audience with your brand.
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- Tips on Becoming a Power Positioning Maven
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written on December 15, 2010
by Rachel Torchia
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Branding
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Number 1 to being a Power Positioning Maven - Be an original! If you do what your competition does, it only serves s a reminder of your competition, and you don’t want to remind everyone of your competition do you?
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- Shattering Five Branding Myths
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written on August 09, 2010
by Nikki Evans
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Branding
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When people think of branding, they often think of just a logo or business card. Or they think of the opposite extreme, such as Apple or Virgin, and so assume they will never have the budget to "brand effectively."
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- You Get What You Pay For The ROI of a Real Brand Process
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written on September 14, 2009
by Rachel Downey
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Branding
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In America, we are inundated with hundreds of brands every day - on TV, on our clothes, in the store, in our own homes. Just sitting here in Starbucks, I see Jeep, Sunoco, Chase, Apple, HP and several news journals. In fact, I chose Starbucks because of the brand -- their yummy chai tea latte and free trade coffee, the free Pick of the Week song and their philanthropy, the atmosphere, the experience, the plethora of outlets for my laptop.
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- Customer Service as Customer Experience
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written on September 02, 2009
by Brian Sooy
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Branding
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My story begins with the purchase of a fountain pen, and ends with a lesson in how a brand (especially a luxury brand) achieves brand alignment.
Huh? What I mean is that customer service is part of your brand, because it's part of the customer experience. When you make a claim about your brand, you need to back it up, especially when the customer isn't happy.
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- Brand Positioning in a Big World
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written on September 02, 2009
by Rachel Downey
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Branding
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- Type as Brand Expression
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written on May 18, 2009
by Brian Sooy
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Branding
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Typography may seem like a small element of your branding, and easy to overlook, but it's not difficult to find many examples of weak and poorly-executed typography gracing strong or new logos (and the supporting brand identity standards).
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- Brand Continuity and Hidden Touch Points
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written on April 30, 2009
by Brian Sooy
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Branding
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In any type of business or organization, establishing and maintaining continuity in the visible and invisible aspects of your branding is key to managing perceptions. Since you're marketing aggressively and selectively during the current economic conditions (if not, you should be), you're more likely to be aware of your messaging and perceptions that you want to project.
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- The Verbs of Place Branding Placemaking and Wayfinding
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written on March 11, 2009
by Rachel Downey
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Branding
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Branding, Placemaking and Wayfinding. What on earth do these terms mean and what value do they bring to a community? While they sound like buzzwords, each represents a deep area of practice and expertise that can help communities identify and promote who they are, align and attract residents, businesses and visitors, bringing purpose and function to their district. Translating to real return on investment, the meaning of these words is worth getting to know.
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- Building Your Brand House A Primer
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written on January 16, 2009
by Rachel Downey
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Branding
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Building a Brand can be compared to building a house. You need to know what functions are needed, what style to design in and if (how) the house has value in the market. It is certainly helpful to know what the potential owners (aka customers) are like so you can make sure you appeal to their needs. And it is doubtful that you would begin building without a vision, a good blueprint (plan) and an appropriate budget.
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