brandXpress blog

Rob Engelman is putting up a list of nine core activities / responsibilities a Marketing Department must handle.
1. Focus on the Customer
2. Monitor the Competition
3. Own the Brand.
4. Find & Direct Outside Vendors.
5. Create New Ideas.
6. Communicate Internally.
7. Manage a Budget.
8. Understand the ROI.
9. Set the Strategy, Plan the Attack, and Execute.
As per […]

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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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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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Via Brandchannel & Interbrand, an interesting list of five management traits that are employed by leading global brands.
Seek out insights:
Outstanding brands identify customer insights. When these insights are shared across cultures they assist in a brand’s adoption globally.
Integrate local intelligence:
Brand guidelines are tremendous tools for ensuring consistency. However, they have been known to impede […]

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A brand touches every part of the organisation and cannot be defined by: a product or service; a logo or graphical identity; an advertising campaign; a symbol; a spokesperson or a name.
Ultimately the brand is the intellectual and experiential substance behind the value you create in your customer, staff and stakeholders mind. This is far […]

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Big companies with big marketing budgets usually have personalities. Their ad agency calls this branding, but it is really just a corporate personality.
Giving your company a personality can be done on the cheap, an important thing for a small or medium sized business.
The real cost of a corporate personality is commitment. A commitment to represent […]

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1. Know your needs and have an idea about how you’d like them met.
2. Go ahead, be a fan. If you admire the branding efforts of a certain company, call around and find out who did the work.
3. Go with a referral, not a blind hire. Canvass your contacts. This is always better than hiring […]

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Where do you start building up your brand? Steve Strauss author and speaker who specializes in small business and entrepreneurship. answers for USA Today’s readers:
Step 1: Understand how you are perceived: How do people perceive your business now? Is that how you want to be perceived?
Step 2: Decide upon your Unique Selling Proposition: What makes […]

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There are two trends in product branding, which may at first seem disconnected: the focus on product experiences, and the growth of corporate branding.
People increasingly see the product experience as a key driver of the brand relationship. The quality of the product experience is growing in importance after a couple of decades when some companies […]

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