brandXpress blog

One thing that both these natures of brand have in common: ultimately they depend on the values, integrity and effectiveness of the organization that creates the brand. If the brand is a promise of a level of quality, you can’t break the promise with immunity, especially in a digitally amplified world of blogs, forums and buzz.

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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 [...]

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Every business can increase the value they offer their customers by promoting one of the above. Before choosing which one you’ll offer customer, it is important to understand what drives the consumers to buy. Many ecommerce businesses think the secret to success is ‘low price.’

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A very interesting article in NY Times, couple of days ago, on how (co) branding and nowadays marketing strategies had changed the way music industry is running its business. It is focused especially on names and bands “whose generation embraced the anti-big-business motto “never trust anyone over 30” in the 1960s, toots the corporate horn” nowadays.

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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.

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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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