Hospitality

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 name for your new brand …

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 of repositioning. I often read articles about positioning. They mainly cover the end result of …

It’s a simple fact. When your prospects are presented with unclear, inconsistent or muddled brand messages, they instinctively say “no,” and move on.

There are many reports that contribute to the welfare of many top brands. FutureBrand just published their annual report depicting the “Future Brand” top 100. Their methodology is based on the fundamental premise that perception of the company matters more than the financial perspective.

The term “Branding” is greatly misunderstood by the general public, business owners, and within the branding industry.