brandXpress blog

Logos, websites and marketing materials have to work together to create a positive impression – and put money in your pocket.
Trust means your future customers believe you’re likely to be honest and competent, and will deliver a good experience. Sometimes trust comes from friends telling friends they had a great experience. But most of your [...]

[Read more →]

Understanding what the consumers want and bringing solutions that will inspire them is the most powerful way to support any business strategy. Putting consumers and the product at the center of the equation is fundamental to a brand’s success. Design then becomes the message and the advertising, as it’s proof of a company’s commitment to people and to innovation.

[Read more →]

While the summed importance of branding (of the carrier and the phone) in purchasing decision seems to remain constant at a total of 59% it is worth noticing that 19 percent of customers cite the type or brand of cell phone as a key factor during the initial process of selecting a wireless service, up from 11 percent in 2004. While the brand of wireless provider is still the most popular reason influencing the initial selection process, it has decreased significantly in importance, down 8 percentage points from 2004 to 40 percent in 2006.

[Read more →]

Brand loyalty will diminish as the defining metric of success. Marketing strategies will become more varied.

Brand loyalty reduces customer loss, which improves business growth. You are not replacing lost customers to stay at the same sales volume. Customers must have a favorable attitude toward the product to develop loyalty.

Looking at the future of loyalty-marketing innovation, three major trends will emerge.

[Read more →]

Robert Passikoff is president/founder of Brand Keys, which has published the Customer Loyalty Index of leading companies in 26 product and service categories since 1996., has an interesting article over at Chief Marketer about what he calls the five key trends that will determine the difference between success and failure for brands and marketers for [...]

[Read more →]

There are two trends in product branding, which may at first seem disconnected: the focus on product experiences, and the growth of corporate branding.

People increasingly see the product experience as a key driver of the brand relationship. The quality of the product experience is growing in importance after a couple of decades when some companies perhaps lost focus on product performance, particularly in developed markets. If true innovation is defined as product change that provides real solutions to real consumer issues, then it’s not unfair to suggest that some brands ignored this in favour of quick-fix brand extensions which lacked any longer-term impact

[Read more →]

In all aspects of business, and branding makes no exception, are influenced nowadays by the trend of customization and personalization. Both are now hard to avoid and they are shaking hands with the new technologies.

The basic concept of branding will definetly remain unchanged — to create an emotional attachment between the consumer and a product — but the near future (or should I say present?) will demand from branding to adapt to consumers high demand for specialized – peronalized – customized products.

[Read more →]

As mentioned before, experience is the third spep in defining Brand as a System. Brand experience is the aggregate of consumer perceptions that come from interacting with a brand.

The process of exposing consumers to the various attributes associated with a particular brand, a successful brand experience creates an environment in which the consumer will be surrounded by the positive elements attached to the brand.

[Read more →]