brandXpress blog

There is an ever-growing trend towards “nostalgia,” hence the throwbacks from Pepsi, Mountain Dew, Doritos, Nike, candy companies, and prominently through the NFL this past season. As technology is moving us forward at warp-speed, the economy is in disarray, and the world seems to be filled with disaster, consumers want to feel safe and familiar again.

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In an era of slow growth, tight margins, and fckle consumers, the key to success is to differentiate. One critical element in successfully differentiating is communicating that difference to consumers. Hence, branding will require special attention from retailers who want to stand out from the crowd.

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Washington Post on brands and power: Not long ago, the value of a company consisted largely of its “book value”: physical assets such as factories and equipment plus money in the bank. But today book value accounts for only about a third of the stock market capitalization of the top 150 U.S. companies, down from [...]

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Harris Interactive released the 2006 results from the EquiTrend Brand Study. Despite all expectations, I would say, the strongest brand in America came to be Reynolds Wrap who scored highest among more than 1,000 brands whithin 39 categories in a survey of 25,666 consumers EquiTrend has been designed to be a concise and efficient way [...]

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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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Even though is dealing with pharmaceutical industry branding, I spotted a very intersting article, over BrandWeek, that deals with how to manage your branding when your company, or even your whole industry is under fire, and has to face negative reactions to some aspects, whether from the public or the media.

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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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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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The methodology of crafting brand strategies, defines ten steps on the “yellow brick road” to an irresistible brand, each complete with its own tools, and all composing a comprehensive and well structured work process. Using the ten not so easy, but sure-fire steps, you can create truly amazing brands.

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In the new special report, BusinessWeek and Interbrand rank the companies that best built their images — and made them stick in 2005. The names that gained the most in value focus ruthlessly on every detail of their brands, honing simple, cohesive identities that are consistent in every product, in every market around the world, and in every contact with consumers. (In the ranking, which is compiled in partnership with brand consultancy Interbrand Corp., a dollar value is calculated for each brand using publicly available data, projected profits, and variables such as market leadership).

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