brandXpress blog

Logorama – the movie

April 10th, 2010 · No Comments

In case you missed it so far, a must see movie for any branding fan out there. Police chase an armed criminal in a version of Los Angeles comprised entirely of corporate logos.

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Tags: Logo

What is the real worth of your logo?

May 25th, 2009 · 2 Comments

Logo designing is that part of branding which may cost you from nothing to thousands of dollars. What makes a logo designing to become so expensive or become very cheap? There are several factors involved. Normal business owner may have difficult time knowing what he should pay someone for designing a logo. Some think thousands of dollars is fine with the logo, while other will consider it a very expensive deal.

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Tags: Logo

Pepsi Rebranding – The Explanation

February 11th, 2009 · 2 Comments

  I mentioned here the much discussed Pepsi Rebranding. Fast Company revealed a leaked pdf that outlines the thinking behind the controversial new Pepsi logo. If with this the designer team is trying to get excuses for their results and 5 months of working or the million dollar invoice, then they should listen to what […]

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Tags: Re-Branding

What Branding Is? What Branding Is Not?

November 25th, 2008 · 1 Comment

Think of your brand as a promise … a promise you make to your clients, prospects, employees, and even your vendors. But before you make that promise, be sure you never forget this fact. It is imperative that you are able to back it up. You cannot build a successful, long-term brand on unsupported claims and wishful thinking. History is littered with companies — big and small — that have promoted themselves or their products as something they would like to have lived up to but could not.

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Tags: Branding

Identity, Message, Presentation – 3 Levels of Branding

February 14th, 2008 · 1 Comment

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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Tags: Branding

Band Branding

October 30th, 2007 · 3 Comments

A very interesting article in NY Times, couple of days ago, on how (co) branding and nowadays marketing strategies had changed the way music industry is running its business. It is focused especially on names and bands “whose generation embraced the anti-big-business motto “never trust anyone over 30” in the 1960s, toots the corporate horn” nowadays.

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Tags: Co-Branding

9 Responsibilities of a Marketing Department

March 13th, 2007 · 16 Comments

he perceptions and feelings formed about an organization, its products / services, and its performance is what is known as its “brand.” The Marketing Department is responsible for creating meaningful messages through words, ideas, images, and names that deliver upon the promises / benefits an organization wishes to make with its customers.

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Tags: Brand Management

Make a National Brand Local

October 26th, 2006 · No Comments

Consumers interact with brands locally every hour of every day. With expanded creativity around media from agencies, brands and media owners, these media touchpoints are expanding rapidly. How do large organizations managing a brand across different regions, markets and locations do so while ensuring flexibility across their local markets?

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Tags: Strategy

Re-Branding and Employees Engagement

October 3rd, 2006 · 2 Comments

Continuing the engagement of the employees in internal branding, October issue of HRMagazin is running an extensive material on internal branding and its importance for the success of any re-branding efforts .

As the people who deliver the brand promise are employees, making sure they understand and can deliver the brand to customers is vital—especially for companies within the service industry, where the relationship between employees and customers essentially is the product the company sells.

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Tags: Internal Branding · Re-Branding

6 To Do’s When Branding Your Business

October 3rd, 2006 · No Comments

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 maintaining dominance in desired areas of operation:

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Tags: Branding