brandXpress blog

Following the earlier this year Visa re-branding, Mastercard unveiled yesterday new corporate name and brand identity.
Formerly known Mastercard International has a new corporate name, MasterCard Worldwide. The company is also unveiling a new corporate signature and adopting a new corporate tagline, The Heart of Commerce, to reflect the company’s globally integrated structure and […]

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Whether we’re talking about Sony’s Walkman or a 3M’s Post-it Note, there are some of the landmark brand names that made it so far that their trademarks turn into common nouns. And this should be the good part of branding: a brand name on everybody’s lips.
Meanwhile there are cases that we use such a […]

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Inq7.net is publishing an interesting interview with best-selling marketing author and brand strategist Al Ries, co-author of “The 22 Immutable Laws of Branding” and “The Origin of Brands : Discover the Natural Laws of Product Innovation and Business Survival” on the common mistakes in branding and marketing products.
According to Ries there are the two […]

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Harris Interactive released the 2006 results from the EquiTrend Brand Study. Despite all expectations, I would say, the strongest brand in America came to be Reynolds Wrap who scored highest among more than 1,000 brands whithin 39 categories in a survey of 25,666 consumers
EquiTrend has been designed to be a concise and efficient way of […]

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Every brand needs refreshing to stay relevant as markets evolve. Smaller companies and non-profits are not immune. Like larger brands, they too have brand positions that need to be enhanced. Define your brand or be defined.
Smart marketers evolve their brands over time to keep them relevant. Some do it well, while others become the […]

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Naming is an important part of branding a product or a business. More than that, an important first step when naming a business, product or service is to figure out just what it is that your new name should be doing for you. The most common decision is that a name should explain to […]

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Part of the 100 most famous and influencing pictures in history, the Marlboro man image has an interesting story:
This is C.H. Long, a 39-year-old foreman at the JA ranch in the Texas panhandle, a place described as “320,000 acres of nothing much.” Once a week, Long would ride into town for a store-bought shave […]

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While discussing earlier about the concept of branding and how to define it I just found a very nice blog post on the matter which I’ll quote here:
When you have a great (or bad) experience with a restaurant/ airline/ hospital/ website, what do you tell your friends about? Do you echo the messaging from […]

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Jay Lipe is CEO of EmergeMarketing.com and the author of The Marketing Toolkit for Growing Businesses : Tips, Techniques and Tools to Improve your Marketing is identifying the Keys to Branding Your Small Business.
Name: the First Step
How different would you be if your name were Clem or Matilda? Your company name sets a tone […]

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The Denver Business Journal is running an interesting article presenting five essential steps to take for branding a professional services firm.
The key point of the article is however expressed in the beginning:
To most of us, the term “brand” conjures up an identifying symbol, a catchy phrase, or a trademark that a company uses to […]

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