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Do You Really Need A Brand?

From time to time, someone will ask me whether they really need to worry about branding their company. It’s usually asked by the leader of a B2B enterprise that markets to a select few customers and where the sales relationships are one-to-one, very personal. If I’m basically selling to my golfing buddies, goes the reasoning, […]

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How To Use Brand Positioning To Future-proof Your Business

Jay Gould is a noted businessman, a turnaround specialist who takes on troubled business lines and brings them back to profitability. He’s worked his magic at Newell Rubbermaid, Graco, Pepperidge Farm and, most recently, at American Standard. Gould is first to say that his successes come, in large part, from “viewing all … decisions through […]

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The Rapid-Growth Purpose Category – Key To Successful Brand Positioning?

In his incredibly valuable book, Grow, ex-Procter & Gamble Global CMO, Jim Stengel, identified the 50 fastest-growing companies worldwide – now, known as the Stengel 50 – and sleuthed out the one characteristic they all held in common, the one thing that explained their phenomenal growth. After a decade-long study, he found these businesses crossed […]

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Storytelling – How To Make Your Brand Promise

Once you’ve developed your brand strategy and understand your brand positioning … Once you’ve articulated your unique, differentiating brand promise in a formal positioning statement … you have, essentially, created the foundation for your brand, otherwise known as the brand platform. But that’s just the beginning. You don’t have an actual brand yet. A brand […]

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The Coming Brand Architecture of Cannabis

After last Tuesday’s election, 28 states plus Washington DC have legalized marijuana for medicinal use. Of those 28, seven states, plus DC, have also legalized recreational use. And of those seven, one is California with it’s huge population and habit of setting trends for the nation. Marijuana is now big business and it looks like […]

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Best Branding Reads
Week of January 27, 2020

How Far Could The Sussex Royal Brand Go?
Perhaps even more interesting than the Meghan & Harry case study is the LASSO model used to assess it.

Alexa — How Do I Create an Ownable Brand Voice?
Will your brand pass muster with voice assistants? And, if it does, how well will its voice appeal to consumers?

Why Is Design Becoming More Important to Business Than Ever Before?
Why great design matters – explained. A really well-written testimonial.

Build Adaptive Marketing Strategies with the Psychographic Branding Method
Not sure if we should applaud this technique … or fear it.

Trump’s biggest logo design crimes, ranked
Sorry folks. I try to stay apolitical but couldn’t resist sharing this one.

New Identity for AIR Studios
Beautifully evocative of sound waves through air.

Brands And Customers: How Close Is Too Close?
Your brand is the relationship you share with your market … emphasis on “share”.