Featured Articles
Branding Principles – An interview with Alex Valderrama
Uncover Branding & Corporate Identity principles. Understand Value Proposition vs Brand Essence. This week, as part of our educational series #learning4leaders Branding expert Alex Valderrama of Cranium Agency, sheds the light on Branding principles and ways to...
Your Brand’s “Secret Sauce”
Great brands are successful not only by defining a unique offering to their customers, but also by creating a unique position in the marketplace.
Money Can Buy Love!
A Closer Look At Brand Engagement There are plenty of reasons why someone may not purchase a product or service. The biggest reason may be that they do not have an emotional feeling about the brand. These brands do not engage with their potential customers at an...
Latest Brand Musings
Increase Sales With A Stronger Brand Promise
When we conduct brand strategy workshops, we are often given the challenge to define the "Brand Promise" for the company. Arriving at the final brand promise statement takes a little time and patience, but it will provide a better return on your marketing and sales...
LOST IN TRANSLATION
In the late 1980s, I got my first job at W.B. Doner & Co. in Detroit, which would soon become the world’s biggest-and-best privately held advertising agency. One of the reasons Doner was on its way to such lofty status was that the agency had just won the...
Micro-Moments and Your Brand
The goal of every brand is to create a strong bond with a multitude of "Micro-Moments." These micro-moments are crucial to the success of the brand. As companies develop their marketing and branding strategy, particular attention should be given to how the brand...
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