Identity, Message, and Presentation – this involves a more thoughtful process of seeking to articulate the value, culture, outlook, and goals of the department, now and for the future, and crystallizing this in clear summary statements and messages. In this case, an exercise of “brand-storming” precedes development of messages and presentation element, since those are the outflow of identity definition.
Entries from February 2008
Identity, Message, Presentation - 3 Levels of Branding
February 14th, 2008 · No Comments
Tags: Branding
Entrepreneurial Branding
February 13th, 2008 · No Comments
When it comes to building a powerhouse brand, the little guys have a huge advantage over the big guys because small businesses and entrepreneurs do not suffer from organizational inertia and usually the vision of the founder of the company is closely linked to the essence of the brand and embedded in the organization.
Entrepreneurs have a chance to build entire businesses based on a powerful brand promise while large companies tend to drift away from the original promise that made them compelling and then they foolishly spend millions to try to “re-brand” which may or may not be possible.
Tags: Small Business