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Branding Strategy

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Derrick Daye Brad VanAuken

This blog's focus is helping organizations create brands that build and sustain trust. Branding Strategy Insid [Read More]

Categories: Marketing

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Latest Posts:

Brand Growth Requires Complexity Reduction
Every business begins with a single product, a single segment, and a single way of going to market. Then growth begins, bringing new opportunities, new customer segments, new geographies, new product lines, new businesses, new channels of distributio...
Branding Strategy
Friday, July 20, 2018

PR: The Leading Marketing Power Of Our Times?
When people discovered that dropping Mentos candies into a bottle of Diet Coke creates a geyser that shoots 20 feet into the air, more than 800 videos flooded the Internet to document the volcanic possibilities. The firm that manufactures Mentos glee...
Branding Strategy
Thursday, July 19, 2018

Brand Patagonia: A Founders Story And Strategy
In April 2017, the authors of Legacy In The Making visited me at Patagonia's headquarters, in Ventura, California, to talk about the legacy I'm building as the founder of Patagonia. We talked about a lot of things, some of which I'd never spoken abou...
Branding Strategy
Wednesday, July 18, 2018

C-Level Brand Licensing Considerations
This is one of our favorite topics with board members, specifically when it comes to licensing the corporate brand—or not. Ultimately, it doesn't truly matter whether a brand considers licensing; simply assessing your options gets you into a thorough...
Branding Strategy
Tuesday, July 17, 2018

Leveraging Social Platforms For Brand Success
While it is certainly important and meaningful for consumers to know that their brand stands for something beyond the products they sell, we build brands for one reason - to drive business. We've said before that the business of China is business, an...
Branding Strategy
Thursday, July 12, 2018

How To Migrate Acquired Brands
Many organizations have acquired brands and kept them, temporarily or permanently, under their original brand. In order to make an informed decision on if, when, and how to migrate, a thorough study should be conducted. The overall brand architecture...
Branding Strategy
Wednesday, July 11, 2018

The Force Of Brand Strategy And Design
Perhaps the legendary Paul Rand said it best; "design is the silent ambassador of your brand." The importance of design to brand strategy cannot be understated; one cannot reach its full potential without the other. As for brand strategy, identity, p...
Branding Strategy
Tuesday, July 10, 2018

The Role Of Brand In The Digital Age
Brands must integrate the reality of the digital age into their design. Those who don't, or do so at a slower rate than others, will soon stand out as being old-fashioned and irrelevant. This integration is no longer an option, as the status quo is b...
Branding Strategy
Monday, July 9, 2018

Linking Brands With Consumer Identity
Identity marketing is a promotional strategy that encourages consumers to alter some part of their bodies to advertise for a branded product. Air New Zealand created "cranial billboards" in exchange for a round-trip ticket to New Zealand—30 Los Angel...
Branding Strategy
Friday, July 6, 2018

The Power Of Subtle Branding
Brands need to be recognized and remembered. And a strong logo or wordmark is one of the easiest ways to activate recall. So, when a major global brand executes something understated, it's worth taking notice. Cheryl Barbee, a frequent collaborator o...
Branding Strategy
Thursday, July 5, 2018

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