brandXpress blog

To take advantage of the inherent strengths of the Web — potentially endless depth and two-way communication — sites must provide content and function that support Brand Image. For example, to back up Apple’s claim to “lead the industry in innovation,” its site must describe the innovative aspects of Apple products and provide standout function like a best-in-class configurator. To reinforce multichannel marketing campaigns, sites also need elements like language, imagery, typography, and layout to be consistent with both the intent of the positioning and the style of ads in other media.

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Tell me if these company names tell you something: Minnesota Mining and Manufacturing Company Accent on the Future Albert Heijn Holding Badische Anilin und Soda Fabrik Bringing ENjoyment and Quality to life Bayerische Motoren Werke Well, how about these ones: 3M Accenture Ahold BASF BenQ BMW I’ll bet you the second list sounds way more [...]

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As mentioned before, brand identity provides the information consumers use to make determinations about whether to purchase your products or services and what they should expect from the experience. It’s the calculated way you characterize, package, and position your offering. AllAboutBranding.com defines brand identity as a unique set of associations that the brand strategist aspires [...]

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The first step, in building a brand as a system, is at once the most important and sometimes the most difficult. The business has a product or service to offer, in many cases more than one of each. Each product or service must be carefully studied to determine what is special about it. Once the [...]

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Lovemark is a new term coined by advertising agency Saatchi and Saatchi, defined as the next step beyond branding. A key idea is that lovemarks inspire “Loyalty Beyond Reason“. What differentiates the brands that struggle from those that perform well is that the latter are lovemarks, explained Micky Denehy, marketing director for Europe, the Middle [...]

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According to AllAboutBranding.com, brand extension is “the application of a brand beyond its initial range of products, or outside of its category. This becomes possible when the brand image and attributes have contributed to a perception with the consumer/user where the brand and not the product is the decision driver”.

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Ideally, your company logo enhances potential customers and partners’ crucial first impression of your business. A good logo can build loyalty between your business and your customers, establish a brand identity, and provide the professional look of an established enterprise.

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The word “trend” seems to raise the little hairs on the back of some designers’ necks. Everybody wants to be a you-know-what-setter; no one wants to acknowledge the aftermath.

Trends are not an accusation of some widespread lack of original thinking. Instead, they are a sign of design evolution in our ever-shrinking world.

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The Next Generation of Growth Brands is based on compound annual growth rate in brand value between 2001 and 2005. The report describes the growth brands as having “outperformed their peers in their respective markets during the past four years and are likely to continue to do so into the future”.

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Anyone can do marketing with a blank check. Lean times, or even the threat of lean times, force us to be more careful in our decision making. Which brands should we push? Where should we promote our brand? How can we avoid duplication? Who is our target audience

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