brandXpress blog

Interesting article approaching the use of visual identity and positioning as main tools for a business to separate itself from its competitors.

Every day we are bombarded by millions of messages. They’re everywhere, from print media to highway billboards, local supermarkets, public phone booths, our mailboxes, radios and television sets.

Add to that the explosive growth of the internet and the new communication opportunities this medium presents, and today’s business owner or manager has a near-impossible task at hand; making his or her message stand out among the noise generated by others.

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The strategy is set. You clearly know who you are, you’ve decided on your brand difference, you’ve found folks who want what you have, and you’ve mapped out the great experience you will deliver. Now you must employ the big brand bang and let your message resonate through every point of market contact.

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Paris is romance, Milan is style, New York is energy, Washington is power, Tokyo is modernity, Lagos is corruption, Barcelona is culture, Rio is fun. These are the brands of cities, and they are inextricably tied to the histories and destinies of all these places. Branding is a tool that can be used by cities [...]

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