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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:

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 Zealandó30 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

Strong Brands Deliver Independence
Today is Independence Day in the United States, celebrating the birth of the country in 1776. Perhaps surprisingly, it's also an occasion that reminds us of the impact strong brands have on business. Just as the original 13 colonies gained their inde...
Branding Strategy
Wednesday, July 4, 2018

Reaching The Pinnacle Of Brand Resonance
We don't buy brands because of what they do. We buy them because of what they mean. Managing brands is, in essence, about managing brand meanings. Advertising agencies, brand consultancies, package designers, naming consultants, identity firms, graph...
Branding Strategy
Tuesday, July 3, 2018

4 Ways To Activate The Brand Experience Internally
Traditionally, brand and marketing stewards are focused on the needs of customers, and for the most part, this still holds true. Equipped with the latest technology and strategies, brands try to delight customers with relevant products and services i...
Branding Strategy
Monday, July 2, 2018

Brand Messaging Needs A Consumer Perspective
Think of a song. A simple, well known tune. Now tap out the rhythm on your desk and ask a colleague to guess the name. Easy, right? Well, an experiment from Elizabeth Newton, a psychologist at Stanford, suggests not. She split participants into two g...
Branding Strategy
Friday, June 29, 2018

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