Branding News Roundup – 02/13/06

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.”) Obviously all fashion, cosmetics, car companies, etc. are playing on Esteem, but as you can see from the above examples, any company can meet this need.

Re-Branding…

When re-branding ourselves – our organizations – we are making a declaration to be free of attachment to the comfort of the known. Free of the comfort of the predictable. We as organisms – be we individuals or organizations – seek stasis; predictability; comfort. The great trap of the human condition is a striving for comfort. As managers we organize work processes to gain as much predictability as possible. We become slaves to our forecasts and plans.

Coloring Your Brand Perception

Brands are defined by the perceptions and experiences that someone has with a company product or service, what it looks like, what it sounds like and how it acts. One element in shaping an image is the use of color. Although color alone does not establish your brand it is one element that effects consumers emotions, behaviors and perceptions in relation to your company, product or service. In designing it is important to pick the right colors for the right effect to help reinforce the brand. A good place to start is to recognize the product or service being advertised, the target market, and the desired reaction and response of the consumer.

Olympic strategy key to branding gold

How companies try to get the most from the Games is a sport all in itself. While some companies pay hundreds of millions of dollars for rights to the rings, marketers say there’s more than one way to play the sponsorship game around the Olympics.

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