brandXpress blog

Excellent article in current edition of Business Week, by Marc Gobé, the Chairman and CEO of Desgrippes Gobé New York, a brand design firm and the author of Emotional Branding: The New Paradigm for Connecting Brands to People and just released Brandjam: Humanizing Brands Through Emotional Design.
The conclusion of the article tells it […]

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The problem is that the logo is not understood by many in the first place–even some designers. It is not simply a commodity that you can purchased to make your business appear better than it really is. It also is not an adornment that everyone needs, in order to look legitimate. The logo is actually […]

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Visa today unveiled its first new branding direction in 20 years, according to Suzanne Lyons, its executive vice president and chief marketing officer.
The tagline, ending the decades-long reign of “It’s everywhere you want to be,” is “Life takes Visa,” Lyons said. Although the tagline was used in the last couple of years in English-language communications […]

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Branding Lessons From GM: What Not To Do
The bottom line is that in the branding business, less is more.
A successful brand has to stand for something. And the more variations to attach to it, the more you risk standing for nothing. This is especially true when what you add actually clashes with your perception. […]Until […]

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GenWorld Teen Study just released by Energy BBDO has interesting information for marketers, giving them some suggestions on how to reach tomorrow’s major consumers: teenagers. Conducted in 13 countries, the study found a worldwide generation is being guided by one ethical code: authenticity.
[..] unlike the Gen-Xers that preceded them, this new generation believes there […]

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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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The right positioning incorporates strong values and differentiators that are important to your customers. Brand positioning is important in deciding where you want to position your brand within its category and relative to the competition. We mentioned here before nine positioning types you can think of:

Quality positioning
Value positioning
Feature-driven positioning
Relational positioning
Aspiration positioning
Problem/solution positioning
Rivalry-based positioning
Warm and fuzzy […]

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Tampa Bay Business Journal has an interesting article on branding putting up a list of five cornerstones of a brand strategy.
It’s time to get moving, step up to the plate and get your business ready to rock and roll in this new year. Your branding can simply make your business forgettable or unforgettable
Great […]

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Dell - The Accidental Brand
The corporate name was Dell, but the original trade name was PCs Limited. But the company ran into a problem when it began selling in the United Kingdom. It couldn’t call itself PCs Limited Ltd, or, as Michael Dell put it, “really limited Pcs.” The folks in Britain asked headquarters what […]

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Naming a new brand without taking enough in consideration the main target market may lead you to unexpected surprises. Here is an interesting NYT article on such a case:
What better way to honor the brash origins of this city, the owners of Houston’s new professional soccer franchise reasoned, than to name their team “Houston 1836,” […]

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