Brand Strategy

Great brands are successful not only by defining a unique offering to their customers, but also by creating a unique position in the marketplace.

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 feeling.”  A strong brand that …

When it comes to branding, few things are more important than the voice. Every successful brand has a voice, a muse, that connects with the target audience and brings comfort to the customer that he or she is doing business with a company that can be trusted. Nike has a voice, one that has long been the brand telling the …

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 or create a brand promise …

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 of the core brand message will …

You probably have seen articles that talk about how influencers can charm the pants off of your customers, creating warm fuzzies that will result in a happily ever after relationship with your target audience. I am trying not to recreate that article. I want to talk about the specific reasons around how and why this can happen for your brand. …

Before we jump into the reasons to rebrand, in order to add context for this article, let’s first discuss what it means to rebrand. A rebrand or brand refresh is not a minor task. A rebrand will require an enormous amount of time and resources. So, a rebranding initiative should be considered carefully. A typical rebrand initiative may require a …

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 most brands do a terrible …

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.  Defining the “Secret Sauce” for …

Like all large Internet domain purveyors, GoDaddy makes a tidy income off of selling and supporting websites. What they don’t do, and aren’t about to promise any time soon, is to prevent someone from operating a website using a domain that contains your trademark, or a term so similar that it could deceive the public, divert business or palm off …