brandXpress blog

And is such experiential marketing where firms can have quality, face-to-face interaction with customers, still one of the most effective ways to ‘seal a deal’? Or is it more about raising a company’s profile? It’s certainly much trickier to say ‘no thanks’ in person than it is on an email and companies find that one-on-one communication is a useful way to persuade or change the attitudes of those in attendance.

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Whether shaping the branding strategy of a start-up or optimizing the strategy of an established company, the key to maximizing goodwill is in closing the gap between organizational culture and organizational brand. Sometimes we see wonderful brands that resonate with the market, but are undermined by the internal culture as in the case of marketing an image of customer service, but having sales clerks who are untrained or unhelpful. In that case, the challenge is to correct the organizational culture over time to effectively support the brand.

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Try to create complementary relationships between your business [tag]name[/tag], its [tag]slogan[/tag], and other communications devices, such as the Web address. Avoid redundant messages. In other words, don’t pick a slogan that simply reiterates your company name.

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Today, branding is one of most discussed topics in the business press, right up there after manufacturing going to China. Business leaders are beginning to recognize that innovation and branding are two knowledge-based areas of expertise that North America can still own, at least for now. Yet, with all the talk that a strong brand [...]

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Big companies with big marketing budgets usually have personalities. Their ad agency calls this branding, but it is really just a corporate personality. Giving your company a personality can be done on the cheap, an important thing for a small or medium-sized business. The real cost of a corporate personality is commitment. A commitment to [...]

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Few independent business owners have the time and resources to dedicate to the level of detail big corporates do in their branding. But there are plenty of things the big companies do well that small-business owners should consider as they strive for long-term survival:

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Just found an interesting report published in February by European Management Journal on a pretty hot topic nowadays: Employer Branding

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A brand is a consistent, holistic pledge made by a company, the face a company presents to the world. A brand serves as an unmistakable and recongnizable symbol for products and services. It functions as the “business card” a company proffers on the competitive scene to set itself apart from the rest.

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Your brand image makes people think in a certain way about you or your business. Having a clearly defined brand image is essential to your long-term success. Here are four basic steps in creating a brand image.

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Conventional wisdom says branding is for external communication; it aims to influence current and prospective customers. But this view of branding is too narrow, especially when a company is trying to fundamentally redefine its business strategy.

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