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 emotional level. “People buy based on an emotional…
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 investment. There are many reasons you may want to revisit…
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 message will be delivered through different channels. And, more importantly, the integration…
The Future of Profits is Brand Purpose
Written by Alex Valderrama, Founder and Principal of Cranium Agency This article was originally written for the World CSR Congress 6th edition. There is an uncanny ability for most consumers to quickly read into a company brand and decide whether the product or service is right for them. Most brands have a predefined purpose and…
Defining Your Brand’s Secret Sauce – A Strong Brand Story
Written by Alex Valderrama, Founder and Principal of Cranium Agency Most companies spend a significant amount of time creating their “Secret Sauce” primarily in the development of their product or service. Product and service development can take several months to years. Not to mention the enormous amount of money needed to bring it to market. …
10 Lessons I’ve Learned About Naming
Written by Alex Valderrama, Founder and Principal of Cranium Agency There is a lot that goes into choosing the right name for your business, product, or service. A clear articulation of the brand, it’s unique offerings, and the competitive landscape are a few main factors that should be taken into consideration. If done properly, a strong…
3 Easy Steps to Writing Memorable Taglines
It’s a step I never miss. When I write Core Message Platforms for my clients’ branding campaigns, I always create a section that includes a number of tagline options for their product or service. It’s a big advantage to have a memorable tagline that people automatically link to your business, product or service—and it’s a…
Great Brands Inspire Action
Written by Alex Valderrama, Founder and Principal of Cranium Agency Have you ever wondered what makes a great brand? The answer can be found deep in the brand purpose. Every strong brand has a purpose, and every customer has a need. There are many brands – Volvo which manufactures incredibly safe cars, Coca Cola which…
The Legacy Of A Brand
Written by Alex Valderrama, Founder and Principal of Cranium Agency Historically, many companies fail within the first couple of years. The reasons are varied due to many factors such as lack of funding, poor management, inadequate resources, incompetence, etc. The legacy of a brand is unique to each company. Sometimes a brand will outlive its founders,…