by Alex Valderrama | Mar 14, 2015 | Brand Fun, Brand Strategy, Brand Trends, Videos
In this video, Paul Rand masterfully describes form and content with respect to visual communications. Paul Rand, known for his in-depth knowledge and understanding of visual communications, had a major evolutionary impact on graphic design principles. This short...
by Alex Valderrama | Feb 16, 2015 | Brand Launch, Brand Strategy, Intellectual Property, Start-up
Written by Alex Valderrama, Founder and Principal of Cranium Agency Starting a new company has many challenges, and the feeling of being overwhelmed is most likely the reason most people give up on their dream. It is much easier to fail than it is to succeed. Failure...
by Alex Valderrama | Dec 30, 2014 | Brand Launch, Brand Strategy, Brand Trends, Content Marketing, Entertainment, Healthcare, Hospitality, Retail, Start-up, Technology
Written by Alex Valderrama, Founder and Principal of Cranium Agency Today we will cover the initial steps necessary to begin positioning your new brand. Although our focus will be on new a brand launch, this exercise can also be used for existing brands with the goal...
by Alex Valderrama | Nov 4, 2014 | Brand Strategy, Brand Trends, Content Marketing, Digital Branding
Written by Alex Valderrama, Founder and Principal of Cranium Agency We often speak about “differentiators” when defining a brand. In branding terms, a differentiator defines what brand qualities separate your brand from your competitor’s brand. While...
by Alex Valderrama | Oct 13, 2014 | Brand Strategy, Brand Trends, Digital Branding
Written by Alex Valderrama, Founder and Principal of Cranium Agency Many years ago I worked as a phlebotomist at a major medical center while I attended design school. Little did I know at the time I would be a part of a major branding effort by the hospital’s...
by Casey Demchak | Oct 12, 2014 | Brand Strategy, Brand Trends, Content Marketing
It’s a copywriting mistake I’ve seen many times and it can really hurt your brand image. The problem is marketing copy that is not crafted in the right conversational style. It’s either too stiff and formal or too overblown with hype. Neither of these options is good....