brandXpress blog

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 […]

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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 Mark […]

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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 choice easy and […]

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The previously announced Interbrand & BusinessWeek 2006 Best Global Brands by brand value is finally out with no major movements in the top 10.
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 […]

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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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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 communicates what […]

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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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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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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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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 slogan […]

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