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Fly the Friendly Continents (or are we?)
Introduction The old adage that people who live in glass houses shouldn’t throw stones will be observed here (for the most part). It is not my aim to ‘diss’ the re-identification of the recently...
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A position on Positioning
What is positioning? It is a term much bandied about and with good reason, as it is central to the discipline of brand strategy. It is the fulcrum between strategy and creative execution; and between...
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Westinghouse, the Undead brand
You can be sure…if it’s Westinghouse. Those of us old enough to remember Westinghouse Electric as the great industrial powerhouse it once was will recognize that slogan and the iconic Circle W logo...
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Branding Early Stage Companies
Today’s host, Ryan Rieches, speaks with two men that dared to build a brand, and in the process, define a new category in the marketplace. Serial entrepreneur Casper Zublin, founder of Asterisk...
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Surrogate Branding
Why brand strategy engagements get complicated, sometimes fail, and how you can make them simple and successful. Strange as it may sound, I’ve come around to the view—the conviction—that brand strategy...
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Brand New: Google Reworks its Brand Architecture
Mashable reported that Google plans to retire its popular Picasa and Blogger brands and rename these services under the Google brand name. This move comes as a bit of a surprise given the popularity...
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On the Traumas of Re-naming
This is the second of two blogs in a series, on the psychological experience (‘traumas’) of re-branding. This one specifically addresses re-naming. Unless you’re a start-up—a completely new,...
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Naming and Logo Identity: The Creative Process
This week’s episode of Branding Business brings two great creative minds together to discuss the foundations, challenges and trends in naming and logo development. Drew Letendre and Michael Dula have...
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What are the leading indicators of B2B brand success?
Do you know what predicts your brand’s success? Most marketing metrics only measure what has happened, using what could be called “lagging indicators.” But imagine the effectiveness of your marketing...
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Boring versus Brilliant: Where does your brand fit?
If you were asked to randomly search 15-20 B2B technology brands online, you’d probably come to the same conclusion. Most are boring. But why? You’d think innovative companies would breathe innovation...
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What Mission are we on?
Yogi Berra is famous for his thought provoking quotes. One that stands out for me is – “When you come to a fork in the road…. Take it”. The unfortunate reality is that for many organizations, they...
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International Branding
Managing a brand internationally is a challenging task and one that requires special considerations and tactical expertise. Here to discuss these challenges are two individuals deeply rooted in the...
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Internalizing Social Media: Embracing and involving your ranks in your social...
I have a confession to make. I’m a millennial. Technically, I’m on the cusp between millennials and whatever came before that (yes, I do know what a cassette is), but I grew up in the age of the...
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Branding place | Orange County: critique and cautionary tale
Whether you are ‘conversant’ in branding or not, the object of the predicate in the title may strike you as—no pun—misplaced. Typically one hears of branding a product or company and sometimes even...
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Branding: From Product to Connection
Interbrand’s annual survey of the Best Global Brands is always an interesting read. This year, Jez Frampton, Interbrand’s CEO, says, “Uncertainty is the new status quo, so today’s brands need to be...
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Applying Brand Consistency to the Digital World
The digital frontier is ever-evolving and brands need a knowledgeable partner to help them navigate the channels and execute online marketing strategies while still maintaining brand consistency. In...
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Gathering Branding Insight via Social Channels
The power and potential of social networks is truly impressive. With how busy I am working on client presentations and meeting with new clients, the time I invest in these channels is limited, but...
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Netflix and Kodak: two separate news headlines, one big branding story
The first headline: Netflix adds new woe: red ink. The news item in the Wall Street Journal last week finally laid bare the extent of the damage Netflix has inflicted on itself this summer. A series...
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Your Own Personal Brand
The social revolution and economic shifts have led many to review and determine their personal brands. Just like a corporate brand, your personal brand is there to make sure that you’re relevant and...
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Color Branding | Keep it in the red
Color theory principles have come a long way since first appearing in the writings of Leone Battista Alberti and the notebooks of Leonardo da Vinci. Color is a vital asset in brand creation and it’s...
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