brandXpress blog

Identity, Message, and Presentation – this involves a more thoughtful process of seeking to articulate the value, culture, outlook, and goals of the department, now and for the future, and crystallizing this in clear summary statements and messages. In this case, an exercise of “brand-storming” precedes development of messages and presentation element, since those are the outflow of identity definition.

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Principles of branding apply in equal measure to countries as they do to corporations. But methods are different. Countries will compete daily with neighbors or block regions for tourism, inward investment and export sales. There’s only so much business that can go around. Those countries that start with an unknown or poor reputation will […]

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Mary Foley, author of Bodacious: An AOL Insider Cracks the Code to Outrageous Success for Women, has an interesting list of 5 key lessons she learned about branding while working at AOL:

Every company has a brand. The question is, “Is it working for you?” Creating a brand isn’t just for the big companies; it’s […]

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A new study finds that familiar brands evoke faster, more positive responses in the brain than lesser-known brands.
In tests on young adults using real-time functional MRI, the logos of well-known auto and insurance companies “lit up” areas of the brain associated with warm emotions, reward and self-identity.
“Furthermore, strong brands were processed with less effort […]

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Lyle’s Golden Syrup has been named as Britain’s oldest brand, with its green and gold packaging having remained almost unchanged since 1885. The Guinness Book of Records gave the breakfast and teatime sweetener, whose tins bear the image of a lion and a biblical quotation, the prized honor.
The syrup came into being as a […]

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Corporations must be very concerned with branding and advertising practices that attract customers or retain them, as effective branding and advertising can have postive impact on corporate profitability.
Here are six suggestions that Howard D. Hill, Ph.D., president and CEO of Associates in Education in Orangeburg is proposing to assist corporations (and smaller companies) in […]

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There is an interesting article on Influx pointing out six key learning points behind the Lacoste brand comeback.
Lacoste has coming roaring back from obscurity to become one of the hottest sports/apparel brands around. The company’s US sales grew in the US of 1000% in 5 years. Not bad for a brand that was once […]

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Brand loyalty will diminish as the defining metric of success. Marketing strategies will become more varied.
Brand loyalty reduces customer loss, which improves business growth. You are not replacing lost customers to stay at the same sales volume. Customers must have a favorable attitude toward the product to develop loyalty.
Looking at the future of [tag]loyalty[/tag]-[tag]marketing[/tag] […]

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Building a brand requires real understanding, knowledge, talent, correct creative skills, resources, and, of course, time.
Some businessmen think the product is the brand. Even a company itself is a brand they cannot recognize. The goodwill, image of the company can create an impact on the whole products or brand which they may not realize. […]

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Why is brand loyalty so important? For the business owner, it is easier to keep existing customers than to search out new customers. Advertising and marketing to new customers is four to six times more expensive than the cost of marketing to your existing customers. A brand-loyal customer is less sensitive to and less […]

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