brandXpress blog

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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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 achieving [...]

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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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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.
Strategically, a shift is [...]

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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 [...]

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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.
Level 1 – Proprietary goods
At this level, the functional aspects of a product are in the foreground. Typical of a proprietary good is [...]

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Very interesting Interbrand white paper which explores the attraction and risks associated with brands that are going global.
Successful global brands achieve a high degree of consistency in visual, verbal, sonic and tactile identity across geographies. They deliver a consistent customer experience worldwide, often supported by an integrated global marketing effort.
The risks of taking a [...]

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A business needs to stay relevant in a dynamic market in which new categories and sub-categories are emerging, mergers or brand extensions are taking place. Too often a brand finds its market share declining despite retaining strong awareness, image, and even loyalty. Customers are simply no longer buying. A brand portfolio strategy can help address [...]

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