brandXpress blog

Authentic brands are not about marketing. They are not products. They live inside the company. And they are held and enacted of the people, by the people and for the people!

Just like the Declaration of Independence created the foundation of a nation, so does your brand act as the foundation of your company. Its principles are the framework for thought and action by everyone in the company. Without it there is no consistency, no alignment between what you say and what you do, no synchronicity between who you are inside and the way you present yourself outside.

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Apple Computers who dropped computer from its name. The move is rather normal considering that iPod or iTunes are two of the main products of Apple Inc. and was announced in the same time with the buzzy launching of iPhone. Now, getting to this, cannot help myself not to admire the Apple capacity to create a buzz in the media, no matter that we’re talking about the internet of the classic mass media. The phone they launched is, I admit, a work of art and has a lot of great features but I wouldn’t hurry to name it neither a Blackberry killer, a computer or a smart phone. It’s more like a beautifully designed, big brand sustained swiss knife of mobiles.

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To take advantage of the inherent strengths of the Web — potentially endless depth and two-way communication — sites must provide content and function that support Brand Image. For example, to back up Apple’s claim to “lead the industry in innovation,” its site must describe the innovative aspects of Apple products and provide standout function like a best-in-class configurator. To reinforce multichannel marketing campaigns, sites also need elements like language, imagery, typography, and layout to be consistent with both the intent of the positioning and the style of ads in other media.

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