Archives for Branding

31 Oct

Tapping into the Ever-Evolving Human Brand with Controversy

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image-11757

By now, you’ve seen the recent Nike ad—and the multitude of derivative pieces that followed. And we all have our opinions on it. Now that the dust has settled, those that burned their Nike trainers are left with a rage-hangover and the realization that they now need to go out and fork out a hundred […]

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17 Oct

Graphic Design in the Modern World: What Marketers Need to Know

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image-11616

Graphic design is one of the oldest forms of communication for design and marketing. It is described as an art form and is the practice and planning of sharing ideas and stories through visual and text format. Graphic design was initially a print practice but is mainly digitized now, with images, words, and graphics all […]

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04 Oct

Rebranding Is Much More Than Designing a New Logo

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image-11468

Companies put a lot of stock in logos, and who can blame them? A logo is meant to serve as a visual and memorable representation of a brand, an enduring symbol of what it means to be “me.” But this graphical, emblematic totem rarely says much on its own. And when a logo becomes the […]

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01 Oct

The Great Debate: Why Experimentation Matters to Branding

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image-11433

We spend oodles of hours working out the kinks of our branding. As marketers, we get down to the nitty-gritty of taglines, color palettes, and guidelines. Then, get it approved,  document it, and launch it to the world. For most companies, that’s it. We spend all of our time making sure people use the logo […]

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25 Sep

How Data Can Curse Brand Strategy: 3 Mistakes Marketers Must Avoid

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image-11370

It’s important to have a very clear appreciation of just how important data is when it comes to making marketing decisions. Understanding how your campaigns are performing, how different visitor segments are interacting with your site and which strategies and tactics are generating the greatest ROI isn’t just nice to know. It’s imperative to your […]

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21 Sep

Ann Handley on Why Jargon Can Be Detrimental to Your Brand Voice & Tone

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image-11330

One of the biggest branding mistakes that companies can make is to not pay enough attention to their tone of voice. “Voice” sounds high-minded, doesn’t it? More suited for the literary world rather than the business world? But tone of voice just refers to how you sound in your writing. In marketing, your tone of […]

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14 Sep

What Does a Successful Brand Refresh Look Like?

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image-11224

Let’s talk about rebrands. No, I’m not talking about when you decide you want to “rebrand yourself” every New Year’s Eve, I’m talking about a brand refresh for your business. As far as refreshing a brand goes, many have tried, and many have dramatically failed. Recall, if you may, the Uber logo refresh in February […]

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18 Jul

Brand Archetypes: The Science Of Strategic Brand Personality

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image-10647

You may have heard of brand archetypes before, but have you ever really stopped to consider how they apply to your brand? Or how they might influence your positioning strategy and communication? From my research on the topic, I get a sense that archetypes are still widely undiscovered and those who have briefly encountered the […]

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