brandXpress blog

When it comes to building a powerhouse brand, the little guys have a huge advantage over the big guys because small businesses and entrepreneurs do not suffer from organizational inertia and usually the vision of the founder of the company is closely linked to the essence of the brand and embedded in the organization.

Entrepreneurs have a chance to build entire businesses based on a powerful brand promise while large companies tend to drift away from the original promise that made them compelling and then they foolishly spend millions to try to “re-brand” which may or may not be possible.

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Continuing the engagement of the employees in internal branding, October issue of HRMagazin is running an extensive material on internal branding and its importance for the success of any re-branding efforts .

As the people who deliver the brand promise are employees, making sure they understand and can deliver the brand to customers is vital—especially for companies within the service industry, where the relationship between employees and customers essentially is the product the company sells.

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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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Visa today unveiled its first new branding direction in 20 years, according to Suzanne Lyons, its executive vice president and chief marketing officer. The tagline, ending the decades-long reign of “It’s everywhere you want to be,” is “Life takes Visa,” Lyons said. Although the tagline was used in the last couple of years in English-language [...]

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In an attempt to re-brand itself, Intel released a new logo and images to go along with the badges for each individual line of processors, the original Intel logo with its recognizable lowered “e” will be replaced with one featuring an oval swirl around the company’s name. Along with the logo change the famous “Intel [...]

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