brandXpress blog




Entries from July 2006

The Brand Underground

July 31st, 2006 · No Comments

From the NYTimes on new & young branding and brands: It is really a process of attaching an idea to a product. Decades ago that idea might have been strictly utilitarian: trustworthy, effective, a bargain. Over time, the ideas attached to products have become more elaborate, ambitious and even emotional. This is why, for example, […]

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Tags: Branding

10 Rules of Emotional Branding

July 31st, 2006 · No Comments

Between the old concept of brand awareness and the new concept of Emotional Branding, a dialogue must take place that involves this changing of consumer reality in the decision process and brings a dimension of personalized relationship into the equation. Here is a list of 10 very important rules of emotional branding from the interesting […]

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Tags: Branding

Small Business and Branding

July 28th, 2006 · No Comments

Branding weekend food for thought: Karen Post, author of Brain Tattoos: Creating Unique Brands That Stick in Your Customers’ Minds Your brand is not your logo or tagline, but the sum of what your business does every day. It’s what the market thinks, feels, and expects from you. If you want to make the buyer’s […]

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Tags: Small Business

Best Global Brands by Value – 2006

July 28th, 2006 · No Comments

Brand value is calculated as the net present value of the earnings the brand is expected to generate and secure in the future for the time frame from July 1, 2005 to June 30, 2006. To be considered the brands must have a minimum brand value of US$2.7 billion, achieve about one third of their earnings outside of their home country, have publicly available marketing and financial data, and have a wider public profile beyond their direct customer base.

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Tags: Brand Value · Top Brands

7 Criteria For A Good Name

July 27th, 2006 · 1 Comment

From Martin Neumeier’s The Brand Gap: Revised Edition (2nd Edition) here is a lis with 7 criteria for a good name: Distinctiveness. Brevity. Appropriateness. Easy spelling and pronunciation. Likability. Extendibility. Protectability. via

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Tags: Naming

Trump’s 10 Commandments of Branding

July 26th, 2006 · No Comments

Don Sexton, co-author along with the more famous Donald Trump of Trump University Marketing 101: How to Use the Most Powerful Ideas in Marketing to Get More Customers have an interesting free White paper on 10 Commandments of Branding: Commandment 1: Establish a Clear Brand Position A brand position is a clear, unambiguous statement that […]

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Tags: Strategy

5 Reasons to Brand A City

July 24th, 2006 · No Comments

Paris is romance, Milan is style, New York is energy, Washington is power, Tokyo is modernity, Lagos is corruption, Barcelona is culture, Rio is fun. These are the brands of cities, and they are inextricably tied to the histories and destinies of all these places. Branding is a tool that can be used by cities […]

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Tags: Strategy

10 Ways To Distinguish Yourself From The Competition

July 24th, 2006 · No Comments

Karen Post, also known as Branding Diva and author of Brain Tattoos: Creating Unique Brands That Stick in Your Customers’ Minds is giving advice in a Fast Company article on how to distinguish your business from the competition.. Based Jack Trout’s notes in his bestselling book Differentiate or Die: Survival in Our Era of Killer […]

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Tags: Positioning

Telecoms Lead AdAge’s Top 200 Brands by US Ad Spending

July 21st, 2006 · No Comments

In this 200th post of this blog and waiting for the soon to be released Interbrand‘s Top 2006 Global Brands Report, I’m here to present AdAge 2005 Top 200 Brands List by US Ad Spending. Is worth noticing that Ford was pushed out of the Top 3 by telecommunication companies which became top us Ad […]

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Tags: Top Brands

BBC on Brands and Slogans

July 20th, 2006 · No Comments

Brand identity is something all companies worry about. One way companies are trying to attract and retain our attention is through memorable corporate slogans. These catchphrases are designed to sum up the essence of a business in a way that will stick in the mind and trip off the tongue. Marketing professionals say a corporate […]

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Tags: Slogan