Benjamin Stäudinger/Flickr
Branding
The Naming Exchange
While the memorability of your brand name matters, there's another facet of naming that matters more.
Tuesday, March 12, 2013
Branding
Branding
What it really means to be a Challenger Brand
Challenger brands are a unique species identified by three essential qualities.
Friday, December 7, 2012
Branding
Typecasting and Brand Architecture
Human beings are natural categorizers. Brand architecture is how a brand satisfies our need to sort.
Monday, June 18, 2012
Branding
Great Brand Experiences Change Behavior
The best brand experiences compel consumers to behave in specific ways.
Wednesday, April 25, 2012
Branding
What Avon Can Learn from Instagram
Avon just hired a new CEO to reverse an ongoing decline in sales. Her best advice might come from some unlikely digital sources.
Tuesday, April 10, 2012
Branding
Leading a Brand
A new study finds that transformational and transactional leadership is better for long-term brand health.
Saturday, March 17, 2012
Branding
Dollar Shave Club, Part II
Dollar Shave Club is an excellent example of <em>Brand Real</em>. It marries a credible promise to a compelling experience.
Wednesday, March 14, 2012
Branding
The Folly of Standing Out Before Standing Up
Authenticity and service-delivery are the gold standards by which brands are judged. The outdated premise of standing out first comes with a lot of baggage.
Wednesday, March 7, 2012
Boy Scout by Norman Rockwell
Branding
Scout's Honor
There are many words used to describe a brand's platform. But one word is often conspicuously missing.
Monday, March 5, 2012
Branding
Wage a Campaign Inside
The campaign methods used by political entities are a good model for making change inside a brand.
Monday, February 20, 2012
Branding
The Road to and From Memory
Branding works on consumer memory. The best brands are easily memorized.
Monday, February 20, 2012
Branding
Stake Promises, Not Positions
Though they are often used interchangeably, a brand promise is very different from a brand position.
Monday, February 20, 2012