brandXpress blog

2007 definitely started with a lot of agitation in some of the big brands courtyard.
I’d start with the Apple Computers who dropped computer from its name. The move is rather normal considering that iPod or iTunes are two of the main products of Apple Inc. and was announced in the same time with […]

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Since I had a quite long break from brand-blogging I thought I should point out some of the posts I found interesting in the branding blogosphere, just in case you missed them:
Marketing a Strong Nonprofit Brand
Laura Ries has run a list of 7 important things to consider when building a brand for the non-profit […]

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Death of Mass Marketing
Marketers typically employ online ad targeting — especially through behavioral, contextual, geographic and search methods — for direct response goals more so than for branding ones.
The focus is shifting, however, according to Advertising.com’s ongoing survey of U.S. web publishers. While only 19.2 percent of respondents cited branding as the main objective […]

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Maslow and Branding: Esteem
So yes, this really is all about ego. We don’t like to admit that we need our ego stroked, that we want to be recognized and feel important. But hey, it’s a fact AND it’s a huge motivator for purchase (like L’Oreal’s tag line: “It’s more expensive, but I’m worth it.”) Obviously […]

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