brandXpress blog

Coca-Cola previews global advertising campaign - AdAge (free reg. required) is featuring the full story on the sneak peak Coca-Cola offered at its new global advertising campaign for its flagship brand, campaign that carries the theme Welcome to the Coke side of life
Brand Gamble: Mergers and Aquisitions — the article published on brandchannel by Alycia [...]

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Interesting issue posted at AllBusiness.com, regarding small and/or emerging businesses and branding.
Answering the question: what’s so urgent about branding, when there are so many things to worry about when growing a business like making payroll and meeting sales goals? the answer comes like this:
Branding a small or emerging business is key to [...]

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Starting from the idea that in the last few years, we have witnessed a growing number of small companies that are starting to realise that branding is not the reward for success but the reason why strong brands become strong brands in the first place, The Business Times of Singapore is publishing an interesting list [...]

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strategy+business, published by the leading global management and technology firm Booz Allen Hamilton, has selected ProfitBrand: How to Increase the Profitability, Accountability and Sustainability of Brands by Nick Wreden as the best marketing book of 2005.
Mr. Wreden takes ambitious steps in explaining the significance of “sustainability” in customer relationships and the value of measuring [...]

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Leading South African brand consultancy, Interbrand Sampson, uses global insight from parent, Interbrand, to bring 10 branding insights and opportunities to the local market:
1. Clarity
In practice, clarity of vision, values and positioning overall, are often given insufficient attention. The majority of corporate and brand visions are interchangeable, bland and viewed with cynicism. In an over-communicated [...]

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Branding is not just a logo or trademark. It incorporates many components that work together to form the destination brand concept. Their management is part of the brand strategy. The value of the brand is described by the term brand equity. Brand positioning and leveraging are branding management approaches. The identity, image, personality, essence or [...]

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Museum of Brands, Packaging and Advertising opens in Notting Hill on Thursday and will take in 200 years of consumer history with displays of thousands of brands and products. The museum would develop into an archive and resource for marketing professionals wanting to understand how today’s companies sold themselves in the past.
The top ten rebranding [...]

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The recent unveiling of the at&t (sort of) new logo created quite a buzz online and not only. And it doesn’t look to be a very good one as the opininons are spreading from whatever to it sucks. I have to admit I tend to agree with the last. I don’t like it.
It’s just a [...]

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Interesting article of Al Ries author of Positioning: The Battle for Your Mind and The 22 Immutable Laws of Branding on AdAge.com website (registration required).
Starting from recently over-buzzed Atlanta re-branding, Ries is making a extremly good and sustained point about the need and the opportunity of rebranding, changing logos and slogans, or becoming “too creative” [...]

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The brand-developing process centers on the messages the organization sends and the processing of those messages in its employees’psyches.
Employee branding is a process by which employees internalize the desired bran dimage and are motivated to project the image to customers and other organizational constituents. The messages employees take in and process influence

the extent to which [...]

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