brandXpress blog

John Hagel, co-author of The Only Sustainable Edge: Why Business Strategy Depends on Productive Friction and Dynamic Specialization, has an interesting post about the current shifts in brands power.
In broad strokes, we are moving from product-centric brands to customer-centric brands. Product-centric brands represent promises about products (or retailers) - “buy this product from us […]

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Tourism is only one of several areas that every nation needs to develop and only one of the sectors that can benefit from country branding. After all, a country with fine beaches might also be an easy or safe place to invest in if relevant legislation is in place and the rule of law […]

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Creating a personal brand differs, however, from creating a commercial or company brand in that personal brand is not something one invents. Instead, your personal brand is the reflection of what already exists — your unique strengths, qualities, and talents. The process of personal branding helps you learn, own, and communicate what you have […]

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Innovation has become important first, to the perpetuation of businesses (a process of renewal): without regular innovation, brands lose their salt and are eventually overtaken by market events.
Secondly, innovation is a major driver of growth and profitability, though it may work against the brand if it does not align with the core tenets of […]

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The logo is the visual representation of everything your company stands for. 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, provide the professional look of an established enterprise, create recognition.
As designing […]

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Building a strong brand takes time, commitment, and hard work, but the result is one of the most valuable assets a company can own. Instant identification in the mind of the customer, a reputation for competence and quality, the knowledge that the promises of the brand are genuine and not just slogans…the list of […]

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A successful product placement either introduces or reinforces a brand name in the audience’s mind.
In case you missed it the Brandcameo product placement awards from Brandchannel are up.
Ford, which has had roles in movies from Bullitt to Are We There Yet?, was a winner. As a large, established brand, Ford Motor Company’s placements are […]

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A brand touches every part of the organisation and cannot be defined by: a product or service; a logo or graphical identity; an advertising campaign; a symbol; a spokesperson or a name.
Ultimately the brand is the intellectual and experiential substance behind the value you create in your customer, staff and stakeholders mind. This is far […]

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Big companies with big marketing budgets usually have personalities. Their ad agency calls this branding, but it is really just a corporate personality.
Giving your company a personality can be done on the cheap, an important thing for a small or medium sized business.
The real cost of a corporate personality is commitment. A commitment to represent […]

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