brandXpress blog

Brands like Apple, Oprah, Harley-Davidson, Ikea and Southwest Airlines have made their competition irrelevant through brand communities they have helped nurture over the years. But why do brand communities form? And what can we learn about them?

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Logo designing is that part of branding which may cost you from nothing to thousands of dollars. What makes a logo designing to become so expensive or become very cheap? There are several factors involved. Normal business owner may have difficult time knowing what he should pay someone for designing a logo. Some think thousands of dollars is fine with the logo, while other will consider it a very expensive deal.

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One thing that both these natures of brand have in common: ultimately they depend on the values, integrity and effectiveness of the organization that creates the brand. If the brand is a promise of a level of quality, you can’t break the promise with immunity, especially in a digitally amplified world of blogs, forums and buzz.

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Let me share with you how we think about brand. There is a very important difference between brand value and brand recognition. Brand value means something to the end user. Brand recognition, all it means is a bunch of advertising to make people recognize the brand name. At HTC we care about brand value, not brand recognition. Building brand value is like earning respect; you have to earn respect, you cannot buy respect

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  I mentioned here the much discussed Pepsi Rebranding. Fast Company revealed a leaked pdf that outlines the thinking behind the controversial new Pepsi logo. If with this the designer team is trying to get excuses for their results and 5 months of working or the million dollar invoice, then they should listen to what [...]

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In an era of slow growth, tight margins, and fckle consumers, the key to success is to differentiate. One critical element in successfully differentiating is communicating that difference to consumers. Hence, branding will require special attention from retailers who want to stand out from the crowd.

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Brand extension is “the application of a brand beyond its initial range of products, or outside of its category. This becomes possible when the brand image and attributes have contributed to a perception with the consumer where the brand and not the product is the decision driver”

Fast Magazine published in an article their choice of best and worst brand extensions of last year:

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You might consider me very late on this, and in a way I probably am. I usually not giving bad comments on brands and logos, but this time, almost a year later, I couldn’t stop myself doing it. I tyried to watch a show on Animal Planet last night. Well I pretty much couldn’t… or better say I didn’t enjoy it. I was totally and definitely annoyed by their new (well, already old logo).

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