brandXpress blog

Marcia Yudkin author of Internet Marketing for Less Than $500 Year and 6 Steps to Free Publicity has an interesting list of 9 components of small business identity:
1. Values.
Do you stand for stability, like Prudential insurance? Innovation, like 3M? Educational curiosity, like the Discovery Channel? Social consciousness, like Ben & Jerry’s Ice Cream? […]

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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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Martin Lindstrom, author of several best-selling branding books including his latest, including Brand Sense : Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound provides some information on what he calls instant branding key ingredients, here are some of them:

Values. Define the values your brand’s communication is based on, if you didn’t when you […]

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Brandchannel published its fifth Annual Reader’s Choice Award, a top of the brands that had the most impact in the passed year.
Over 2500 people from 99 countries voted in the 2005 poll. The greatest number of voters fell in the age range of 26 to 35 year olds, with about a third more men voting […]

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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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Branding systems, or architectures, can take various forms that emphasize the corporate name and image, de-emphasize the corporate name, create new brands apart from the company brand, or combine these approaches. Here is a list of the most common branding systems:
Corporate brand
Strong corporate image is synonymous with product class. Not that common in shelf goods, […]

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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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