brandXpress blog

1. Know your needs and have an idea about how you’d like them met. 2. Go ahead, be a fan. If you admire the branding efforts of a certain company, call around and find out who did the work. 3. Go with a referral, not a blind hire. Canvass your contacts. This is always better [...]

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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.”) [...]

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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 [...]

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Where do you start building up your brand? Steve Strauss author and speaker who specializes in small business and entrepreneurship. answers for USA Today‘s readers: Step 1: Understand how you are perceived: How do people perceive your business now? Is that how you want to be perceived? Step 2: Decide upon your Unique Selling Proposition: [...]

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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 [...]

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For those of you that didn’t see the Guy Kawasaki’s post yet titled The art of branding, here is a summary of main rules of branding:

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Before you begin developing a brand, you must have a solid understanding on who your customers are and how do you intend to serve them. Details can be extracted from your marketing plan or mission statement, but after all there everithing goes to asking yourself the next questions:

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Coca-Cola previews global advertising campaign – AdAge (free reg. required) is featuring the full story on the sneak peak Coca-Cola offered at its new global advertising campaign for its flagship brand, campaign that carries the theme Welcome to the Coke side of life Brand Gamble: Mergers and Aquisitions — the article published on brandchannel by [...]

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Starting from the idea that in the last few years, we have witnessed a growing number of small companies that are starting to realise that branding is not the reward for success but the reason why strong brands become strong brands in the first place, The Business Times of Singapore is publishing an interesting list of 10 fundamental rules of branding, nothing new, but still interesting:

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strategy+business, published by the leading global management and technology firm Booz Allen Hamilton, has selected ProfitBrand: How to Increase the Profitability, Accountability and Sustainability of Brands by Nick Wreden as the best marketing book o

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