brandXpress blog

Brand guidelines are tremendous tools for ensuring consistency. However, they have been known to impede innovation and diminish relevance. Brands are dynamic, never static, so the management of them must integrate new thought. In the case of global brands, to assume that one message can appeal uniformly to all audiences with equal relevance is unrealistic. Well-managed global brands cull local markets for intelligence related to the ‘next big thing’ to ensure local relevance and to counter competitor’s moves.

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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 [...]

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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 [...]

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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 [...]

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Branson, Gates, Jobs and the examples of CEOs that are part of their corporate brand equity can go on and on. Business Times has an insight on this: A study by global communications company Burson Marsteller showed that the CEO’s reputation is responsible for approximately 50 per cent of a company’s reputation, which translates into [...]

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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: [...]

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Even though is dealing with pharmaceutical industry branding, I spotted a very intersting article, over BrandWeek, that deals with how to manage your branding when your company, or even your whole industry is under fire, and has to face negative reactions to some aspects, whether from the public or the media.

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Robert Passikoff is president/founder of Brand Keys, which has published the Customer Loyalty Index of leading companies in 26 product and service categories since 1996., has an interesting article over at Chief Marketer about what he calls the five key trends that will determine the difference between success and failure for brands and marketers for 2006:

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The brand – the collection of sentiments, concepts, ideas, myths, whatever, surrounding your product or commercial offering – is beholden to the needs, desires and tastes of consumers. Your brand had better be able to adjust or it becomes irrelevant. What your target consumers consider a relevant message is even more shifty and unstable than [...]

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The BBDO’s five-level brand leadership model provides a systematic approach to developing brands. This model comprises five development stages that function as building blocks for brands to reach or be elevated to.

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