Brand Strategy

  • Holistic Branding Makes Complete Sense

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    The Olympics will always be a big deal for brand visibility. What can the recent branding flops during the Sochi Olympics teach us about branding? Branding is a holistic and a sensual experience and all the visibility and promotion in the world cannot save a brand that does not take into account the experiences of their customers.

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  • Don’t Turn Your Brand Design Upside Down: Success and Failures in Brand Consistency

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    The best brand designs are successful because they become positive and familiar in the minds of customers. When even a good brand becomes unfamiliar to a customer, the deal is off, and the brand will lose its magic. Many people believe that as long as a top brand is visually consistent it can be included under the umbrella of the original brand. While visual identity is seminal to brand consistency it is not its wellspring. The secret to keeping a brand consistent relies on a single golden rule: assure that the promises and message of your brand are detectable in everything your company does.

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  • Branding on the Brain

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    A classic television ad has everybody’s favorite genius, Albert Einstein, befuddled by a choice between Pepsi and Coke. After briefly pondering the near-identical molecular makeup of the two pop brands the physician suddenly snaps to his senses, slaps himself on the head, and chooses Pepsi.

    But what if Albert actually did decide to analyze the choice with the rigorous science he was famous for?

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  • Share this Brand

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    Yes, social media is the big game changer. Every year millions of people are spending more and more time surfing social media sites. The statistics are astounding! From the number of Facebook users (900 million) to the massive amount of money businesses are spending on social media advertising only one conclusion can be drawn.

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  • Ménage à trois: Marketing on Advertising on Branding

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    Advertising and marketing are old allies that go way, way back. In fact, there is plenty of evidence that billboards promoting certain products were used during the brutal gladiator fights of ancient Rome. The billboard itself is an advertisement-an important facet of marketing.

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  • Billion Dollar Brand

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    With the announcement of a 4.5 billion dollar sale of the Star Wars brand we are reminded just how big brands can get. But let’s get real: we all know that for every one lucrative branding deal there are a dozen stories of loss.

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  • Brand Substance Is Brand Style

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    How do you dress your brand for success? In a competitive market where a style change can lead to brand-salvation or brand-suicide the choice is much more difficult than even the most discerning stylists’ wardrobe choice.

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  • A Clear Brand Message is Worth a Thousand Words

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    Behind the titles, behind the design or décor, behind the ad campaigns, there must be the brand’s clear and effective message. In this Drive Branding article we will look at how some companies have been able to launch their brands with a clear message- and why many companies fail to do this.

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  • The Road to Authenticity Is Paved with False Intentions

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    In the struggle to achieve an authentic brand, many companies make the common mistake of seeing “authenticity” as something their products or services can earn if certain styles are adapted. When trying to achieve authenticity it might be smarter to discover what ideas and attitudes your customers already have about your product or service, and keep those attitudes and ideas as part of your message.

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  • Customers Don’t Crave Authenticity… They’re Just Sick of Everything Else

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    Let’s get things straight. Authenticity isn’t the latest style to stick upon your product. It isn’t the organic ingredients you find in your orange juice, it isn’t the original artwork on your T-shirt, and it certainly isn’t the casual attitude behind a well-chosen celebratory endorsement.

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