brandXpress blog

Tampa Bay Business Journal has an interesting article on branding putting up a list of five cornerstones of a brand strategy.
It’s time to get moving, step up to the plate and get your business ready to rock and roll in this new year. Your branding can simply make your business forgettable or unforgettable
Great [...]

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Dell – The Accidental Brand
The corporate name was Dell, but the original trade name was PCs Limited. But the company ran into a problem when it began selling in the United Kingdom. It couldn’t call itself PCs Limited Ltd, or, as Michael Dell put it, “really limited Pcs.” The folks in Britain asked headquarters what [...]

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Naming a new brand without taking enough in consideration the main target market may lead you to unexpected surprises. Here is an interesting NYT article on such a case:
What better way to honor the brash origins of this city, the owners of Houston’s new professional soccer franchise reasoned, than to name their team “Houston 1836,” [...]

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Marcia Yudkin author of Internet Marketing for Less Than $500 Year and 6 Steps to Free Publicity has an interesting list of 9 components of small business identity:
1. Values.
Do you stand for stability, like Prudential insurance? Innovation, like 3M? Educational curiosity, like the Discovery Channel? Social consciousness, like Ben & Jerry’s Ice Cream? [...]

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Even though is dealing with pharmaceutical industry branding, I spotted a very intersting article, over BrandWeek, that deals with how to manage your branding when your company, or even your whole industry is under fire, and has to face negative reactions to some aspects, whether from the public or the media.
Strategically, a shift is [...]

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Robert Passikoff is president/founder of Brand Keys, which has published the Customer Loyalty Index of leading companies in 26 product and service categories since 1996., has an interesting article over at Chief Marketer about what he calls the five key trends that will determine the difference between success and failure for brands and marketers for [...]

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Martin Lindstrom, author of several best-selling branding books including his latest, including Brand Sense : Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound provides some information on what he calls instant branding key ingredients, here are some of them:

Values. Define the values your brand’s communication is based on, if you didn’t when you [...]

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Brandchannel published its fifth Annual Reader’s Choice Award, a top of the brands that had the most impact in the passed year.
Over 2500 people from 99 countries voted in the 2005 poll. The greatest number of voters fell in the age range of 26 to 35 year olds, with about a third more men voting [...]

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The brand – the collection of sentiments, concepts, ideas, myths, whatever, surrounding your product or commercial offering – is beholden to the needs, desires and tastes of consumers. Your brand had better be able to adjust or it becomes irrelevant. What your target consumers consider a relevant message is even more shifty and unstable than [...]

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The BBDO’s five-level brand leadership model provides a systematic approach to developing brands. This model comprises five development stages that function as building blocks for brands to reach or be elevated to.
Level 1 – Proprietary goods
At this level, the functional aspects of a product are in the foreground. Typical of a proprietary good is [...]

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