brandXpress blog

The mass-market, advertising-agency model still influential in brand management, is fast becoming obsolete. Brands are changing in many ways and the traditional role of brand as a proxy for quality has diminished. Branding remains crucially important, yet it increasingly finds its power through a tighter integration with business design. Overcoming five widespread misconceptions and myths [...]

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KGB: The Brand You Can Trust
Who knew secret police were so attached to branding principles? Next thing you know, the Belarussians will sue Green Bay Packer DE Kabeer Gbaja-Biamila for unauthorized use of their initials as a nickname.
Sneak Preview: Ogilvy PR BlogFeeds
The Ogilvy PR BlogFeeds which we are distributing and publicizing at the conference tomorrow [...]

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Brand identity is composed of various shares that trigger particular responses in consumers in addition to filling the afore-mentioned functions. These shares build on one another; the more shares a brand has, the stronger and more positive the relationship with consumers.
Mind
At the very lowest level, mind share must be created in the consumer consciousness (cognitive [...]

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Your logo is a visual representation of everything your company stands for. But many companies still skimp on developing this key identity piece.
Ideally, your company logo enhances potential customers and partners’ crucial first impression of your business. A good logo can build loyalty between your business and your customers, establish a brand identity, and provide [...]

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The word “trend” seems to raise the little hairs on the back of some designers’ necks. Everybody wants to be a you-know-what-setter; no one wants to acknowledge the aftermath.

Trends are not an accusation of some widespread lack of original thinking. Instead, they are a sign of design evolution in our ever-shrinking world.

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The Next Generation of Growth Brands is based on compound annual growth rate in brand value between 2001 and 2005. The report describes the growth brands as having “outperformed their peers in their respective markets during the past four years and are likely to continue to do so into the future”.
Apple, creator of the iPod, [...]

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Anyone can do marketing with a blank check. Lean times, or even the threat of lean times, force us to be more careful in our decision making. Which brands should we push? Where should we promote our brand? How can we avoid duplication? Who is our target audience?
Cost-cutting measures include co-branded advertising, consolidating outside vendors, [...]

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Brand is often limited in its definition to awareness of a product or service. A company markets its brand – creates the name, broadcasts it to target customer segments, and applies it to its corporate identity or a set of products and services. The brand makes the company, product, or service recognizable.
This limited view of [...]

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Should a small company use branding as a part of its competitive strategy? There are some factors that imply that brands with a small geographic market have a good chance to steal market shares from the gigantic, global brands.
The most important thing from a small brands perspective is to be strong in its own defined [...]

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