brandXpress blog




Hiring a Branding Company – 5 Tips

February 27th, 2006 · No Comments

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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Tags: Brand Management

Branding News Roundup – 02/13/06

February 13th, 2006 · No Comments

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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Tags: News

6 Basic Qualitites of Brand Positioning

February 3rd, 2006 · 1 Comment

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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Tags: Positioning

4 Steps To Start-Up Your Brand

February 1st, 2006 · No Comments

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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Tags: Brand Management

What’s in a Brand Name?

January 27th, 2006 · No Comments

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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Tags: Naming

Branding as Art

January 16th, 2006 · No Comments

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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Tags: Branding

3 Questions to Ask Yourself Before Develop Your Brand

January 10th, 2006 · No Comments

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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Tags: Brand Management

Branding News Roundup – 12/08/05

December 8th, 2005 · No Comments

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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Tags: News

10 Rules To Turn a Small Business In a Big Brand

December 1st, 2005 · No Comments

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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Tags: Small Business

Best Marketing Book of 2005

December 1st, 2005 · No Comments

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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Tags: Branding · Resources