brand promise

I’ve begun reading BrandDigital: Simple ways top brands succeed in the digital world by Allen P. Adamson, and found myself wholeheartedly agreeing with Adamson on the need for brand authenticity. In College Branding: Rooted in Reality, I noted that phony branding messages might have worked for tobacco firms in the 1950s, but higher education branding can’t be contradicted by reality. Adamson points out that the speed of information dispersion by today’s digital media mandate branding messages that match the company’s deliverables:

by: Jennifer Rice

There’s been a lot of discussion about elevating corporate responsibility to become a strategic driver of your business. Most companies would like to benefit from their ethical efforts in the form of increased customer attraction and loyalty, yet few have figured out how to do it successfully. When marketing and PR are relied on, it can often backfire in accusations of greenwashing. The secret is to apply brand-strategy principles to build your ethical reputation.

by: Jonathan Salem Baskin

by: Jonathan Salem Baskin

When a credit card company assesses a fee on late payments, and then raises four-fold or more the interest rates it charges, it's not just realizing one of the primary sources of income for the entire industry.

by: Jonathan Salem Baskin

If brands are a promise, then the rules of chance, tactics of politics, and the uncertainty of human behavior all suggest that we should promise as little as possible.

by: Joanthan Salem Baskin

I had an epiphany when I was in New York last week and Google announced its G1 phone:

Google is the new Microsoft.

by: David Polinchock

Love this story from Brian Collins to describe what a brand is and how it should act. He always has great examples! Read the full article for other great stories that Brian told during the One Show presentation.

On Wednesday at the One Show Festival, design guru Brian Collins illustrated the power of branding with a history lesson about pirates.

Or rather, just their flag.

by: David Polinchock

While readers of this blog will know that the ideas in this article are at the core of why the Brand Experience Lab exists, but it's always good to see other people thinking the same way. Especially when the author is with the Boston Consulting Group and yo know that this is coming from a business POV. I have excerpts here, but click on the link for the full article.

by: David Armano

by: Idris Mootee

Welcome to
week five of our Advanced Brand Strategy Masterclass. We are now getting into
the nuts and bolts of how to develop a brand strategy. I have divided that into
two parts. And here's part one.