Leveraging Corporate Brand Identity
February 29, 20081 min
When most people think about a brand’s identity, they usually think about the name, the logo, and maybe the tagline.
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February 2008 - Branding Strategy Insider
Brand Marketing Planning
February 28, 20082 min
In the course of working with a variety of clients in developing brand marketing plans, we have witnessed a wide variety of abilities and levels of rigor regarding brand marketing planning.
Advertising: When Regression Means Progress
February 27, 20083 min
If there was a prize for the greatest marketing cliche of all time it would probably go to John Wanamaker. It was Wanamaker, followed by about 40,000 marketing executives giving boring presentations, who uttered the immortal words: ‘I know I waste half the money I spend on advertising, the problem is I don’t know which half.’
Brand Logo Basics
February 26, 20081 min
It is at least as important for a logo to be recognizable as it is for it to be readable.
Licensing: Trouble For Brands
February 25, 20084 min
One of the current siren songs of marketing is the opportunity to earn some extra money by licensing your brand name. Someone comes up to you and offers you a deal you can’t refuse. After all, you’re playing with other people’s money. It’s also long-term trouble for your brand.