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Why Brands Now Lead In Innovation

There’s plenty of innovation going on at research labs all across the globe. In space, in pharmaceuticals, in renewable energy, and countless other fields, people are working day and night to find breakthroughs and discoveries. But it’s brands that are doing the most deliberate innovation right now. Why? Because consumers are demanding it. Ecommerce is booming because people want the convenience of shopping from home. Retail is going all out to create experiences that consumers will find compelling enough to bring them out to the mall. Consumer products are constantly re-inventing themselves to be greener, more sustainable or less damaging to the environment. Financial services are competing to make banking and investing easier, safer, more secure and socially responsible. Sports and entertainment events are aiming to be ever more spectacular. All this is driven by consumer demand. Marketing has always been concerned with meeting customer needs, of course. But today’s world moves at the speed of a mouse click. So competitive brands are forced to follow the rule of A-B-I – Always Be Innovating.

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De-commodifying Your Brand Asset

I hear it all the time from B2B companies. We don’t really need to brand. Our customers all know who we are. Branding doesn’t work in B2B because the buyers have decision-making committees and systems that eliminate all those humanistic influencers. We don’t want to spend money on branding because none of our competitors do. […]

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Best Holiday Wishes To You

(No blog post this week. May the spirit of this season of joy sustain you and your loved ones throughout the coming year. Let’s endeavor to see 2018 surpass all expectations, in every arena of our personal and public lives, and no matter what disappointments pop up in our news feeds. Wishing you a happy, […]

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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”.