brandXpress blog

Principles of branding apply in equal measure to countries as they do to corporations. But methods are different. Countries will compete daily with neighbors or block regions for tourism, inward investment and export sales. There’s only so much business that can go around. Those countries that start with an unknown or poor reputation will […]

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Excellent article in current edition of Business Week, by Marc Gobé, the Chairman and CEO of Desgrippes Gobé New York, a brand design firm and the author of Emotional Branding: The New Paradigm for Connecting Brands to People and just released Brandjam: Humanizing Brands Through Emotional Design.
The conclusion of the article tells it […]

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Mary Foley, author of Bodacious: An AOL Insider Cracks the Code to Outrageous Success for Women, has an interesting list of 5 key lessons she learned about branding while working at AOL:

Every company has a brand. The question is, “Is it working for you?” Creating a brand isn’t just for the big companies; it’s […]

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Quite a discussion is taking place on several blogs on the matter of branding and authenticity.
Starting with William Arruda on his excellent Personal Branding blog:
All successful branding is based in authenticity - that is - what’s true and genuine and unique about you. Brands are uncovered, not fabricated. The myth that branding is about […]

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In response on Pepita’s comment here is an interesting reading:
Authentic brands are not about marketing. They are not products. They live inside the company. And they are held and enacted of the people, by the people and for the people!
Just like the Declaration of Independence created the foundation of a nation, so does your […]

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A healthy strong brand has definitely has some other attributes than the best or the biggest. A healthy and a strong brand generates also more results than just bigger sales. A healthy strong brand sustain a product over time through consistency, excellent communication, providing value to its target customers. These and much more.
Here is […]

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Consistency is considered to be the most important aspect of a succesful branding by branding experts and industry opinion leaders questioned in a an Interbrand’s survey made pubilc late January this year.
The experts cited understanding of Customer/Target frequently. This mirrors the finding in this report that metrics and brand research are key tools. Communication […]

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