brandXpress blog

For marketing executives seeking to build their brand in today’s frenzied, message-cluttered jungle, resting on their laurels seemed to be enough until not long ago — especially if they were meeting their goals, seamlessly executing ambitious programs, and keeping staff members happy enough to ward off corporate raiders.

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Most companies know how to extend their brands by leveraging organizational competencies and determining unmet customer needs. However, surprisingly few have a strategic approach briefing in place to ensure that potential new product areas are consistent with a brand’s identity. Even an outstanding new product concept, satisfying a significant unmet customer need, will not succeed in the market if it is launched under the wrong brand identity

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The mass-market, advertising-agency model still influential in brand management, is fast becoming obsolete. Brands are changing in many ways and the traditional role of brand as a proxy for quality has diminished. Branding remains crucially important, yet it increasingly finds its power through a tighter integration with business design. Overcoming five widespread misconceptions and myths [...]

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KGB: The Brand You Can Trust Who knew secret police were so attached to branding principles? Next thing you know, the Belarussians will sue Green Bay Packer DE Kabeer Gbaja-Biamila for unauthorized use of their initials as a nickname. Sneak Preview: Ogilvy PR BlogFeeds The Ogilvy PR BlogFeeds which we are distributing and publicizing at [...]

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Marcia Yudkin is the author of 6 Steps to Free Publicity and ten other books hailed for outstanding creativity has an interesting post, presenting eight reasons for which even the smallest of enterprises have to jump in the branding wagon, and get back great rewards out of it. Branding is the process of creating distinctive [...]

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Brand strategy is one of the most fraught areas of marketing, though clearly also one of the most important. There are many problems with definition. The key point is you can’t have a strategy without a clear objective. Restating a goal is not strategy, execution is not strategy, and tactics are not strategy. A brand [...]

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Brand identity is composed of various shares that trigger particular responses in consumers in addition to filling the afore-mentioned functions. These shares build on one another; the more shares a brand has, the stronger and more positive the relationship with consumers.

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Talking about elements in the previous post just sent me straight to a nice visual periodic table of brand elements. It is bassically a small branding glossary and here are some quotes out of it: 20 – Brand Evolution – Adapting a brand to align a company’s promise, or value proposition, with its growth over [...]

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Martin Jelsema, marketing consultant and freelance promotional writer, graphics designer and founder of Signature Strategies has an interesting list of elements that should be considered and incorporated into any company’s branding strategy. They will take on a different mix of importance depending on factors such as product life cycles, competitive activity, importance to consumers, loyalty [...]

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