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.
Entries from February 2009
Brand Starts and Ends at the Core
February 20th, 2009 · 1 Comment
Tags: Branding
Brand Value vs. Brand Recognition
February 11th, 2009 · 4 Comments
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
Tags: Brand Value
Pepsi Rebranding – The Explanation
February 11th, 2009 · 2 Comments
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 [...]
Tags: Re-Branding