Branding Basic – Step 11
Now you have your name and logo, and possibly a tagline. Â Now the challenge is to use these elements in a consistent and professional manner whenever you have the opportunity to display and promote...
View ArticleBranding Basics – Step 12
Well, here we at the final step in this series: Step 12. We’re sliding home. Now’s the time to check alignment. Â I’m assuming you haven’t “launched” as yet, but that you’re on the verge. So if need...
View ArticleBranding: a function of strategy
To me branding is establishing a two-sided relationship by matching the needs of specific market segments with your company core competencies. It begins with devising the products, services,...
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Colorful Branding – Number 1 in a series
Without doubt, color is a vital element of branding. Except for a powerful brand name, color is the most important branding element, in my opinion, because of the emotional power of color. Color...
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Branding and Color– Number 5 in a Series
This week, the subject is blue. Blue has a lot going for it. It’s a primary color with all kinds of tones and hues. They range from an almost-black navy to the lightest of pastels, from bright...
View ArticleHow will Murdoch Affect the WSJ Brand?
Today’s news: Rupert Murdoch is about to acquire Dow-Jones and the Wall Street Journal. He claims there won’t be any change in the editorial approach or content for the WSJ. OK, I take him at his...
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Brands and Color:number seven in a series
Still going around the color wheel, we’ve finally come to primary color, red. This is a color of mixed messages and associations. First, red is powerful and aggressive. It tends to dominate other...
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Customers brand B2B companies
It may surprise some readers that there are still companies today that are driven by manufacturing. These are companies that have mastered a particular production technique, or are very well skilled in...
View ArticleRamblings about Corporate Culture and Your Brand
A big part of the brand, particularly a corporate brand, is the company culture. I spent five years at IBM during the “glory days” of the 1960’s. Then, even though shipments of the brand-new System/360...
View ArticleBranding and corporate identity
Branding was strictly a subset of marketing when I started my marketing career in 1958. It was hardly ever practiced by business-to-business marketers, and certainly not by small companies. Corporate...
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