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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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The Eight Benefits of Branding – Part 3, Reduced Costs

Branding is about simplicity and focus. You have to ask what it is about your business, product or service that satisfies your customers better than anyone else. What’s the real reason they keep coming back again and again? It’s not always easy to come up with an accurate answer. But when you do find it, […]

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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”.