brandXpress blog

In terms of branding, companies need to learn to run at the same pace internally as well as externally. Building a truly world-class brand requires that the company makes sure that all of its internal processes, practices and symbols, fit its brand values. If the company’s brand is playing the role it should in creating [...]

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TippingSprung, a Manhattan-based brand consultancy, observed that few regular surveys focus on trends in brand naming. Consulting with a panel of branding experts, TippingSprung designed a brand-naming survey to help answer key questions: Which names are most popular? Which are most effective? What are some of the major trends in brand naming today? Results from [...]

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Rebranding, is the process by which a product or service developed with one brand or company or product line affiliation is marketed or distributed with a different identity. This may involve radical changes to the brand’s logo, brand name, image, marketing strategy, and advertising themes. On the other hand, it might involve merely superficial changes. [...]

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No one wants to believe the need for their services will become obsolete. Whether business is booming or tough times are looming, branding can position you in the hearts and minds of your clients so you stand out and are remembered longer. It’s the most important form of insurance an entrepreneur can have. By defining [...]

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In all aspects of business, and branding makes no exception, are influenced nowadays by the trend of customization and personalization. Both are now hard to avoid and they are shaking hands with the new technologies.

The basic concept of branding will definetly remain unchanged — to create an emotional attachment between the consumer and a product — but the near future (or should I say present?) will demand from branding to adapt to consumers high demand for specialized – peronalized – customized products.

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For any company, branding is critically important it reflects and shapes relationships with its stakeholders customers, media, investors. Branding could mean the difference between success and failure. Just found an interesting article from author of author of Asian Brand Strategy: How Asia Builds Strong Brands, Martin Roll presenting 10 crucial steps for succesful corporate branding strategy:

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A brand is state of mind, a mental image that consumers have based on experiences with a company and its products. Successful branding is a process to determine how you can create your own state of mind with customers, and how that can drive growth — the ultimate reason for a brand.

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Just found an interesting report published in February by European Management Journal on a pretty hot topic nowadays: Employer Branding

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Successful brands are built on the twin foundations of awareness and relevance. If target audiences are not aware of you; if they don’t notice your message in the cacophony of messages they receive each day, then you will never have a chance to be relevant. And if they become aware of you—if you capture their attention—and fail to deliver relevance,then they will learn to ignore you.

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In a world full of confusion and contradictory messages, effective identity and brand can be the reasons why a consumer chooses one product over another. Market and production departments often pull in opposite directions. The competitive power of most companies are decreased because their corporate identity is insufficiently defined

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