Want A Bad Name? It’s Easy.
Pharma Has Set the Bar Pretty Low Are you are looking for inspiration on how to create a bad name for a branded product? Look no further than the Pharmaceutical
They are shaped by both perception and reality. And their value is often determined more by intangible considerations than material assets. Defining, building and maintaining a brand requires insight into the internal and external factors of what is meaningful, distinctive and relevant. Understanding how brand works is essential in promoting and preserving its equity and value. The goal of How Brand Works is to share our experience, perspectives and philosophy on the different facets of branding intended to enable an effective brand management strategy.
They are shaped by both perception and reality. And their value is often determined more by intangible considerations than material assets. Defining, building and maintaining a brand requires insight into the internal and external factors of what is meaningful, distinctive and relevant. Understanding how brand works is essential in promoting and preserving its equity and value. The goal of How Brand Works is to share our experience, perspectives and philosophy on the different facets of branding intended to enable an effective brand management strategy.
Pharma Has Set the Bar Pretty Low Are you are looking for inspiration on how to create a bad name for a branded product? Look no further than the Pharmaceutical
Brands live and die by how well they deliver on their brand promise. That’s easier said than done. Brands are complex and dynamic. But they are also fragile. It takes
So much of branding comes down to consistency, clarity and professionalism—most of the time. But we couldn’t think of a better example of when to actually break the rules than
Brand Governance Will Put Your Fears to Rest Brand governance is one of those terms that evoke images of the brand police. It suggests a policy of strict rules, regulations,
Meaningful Brand Attributes Will Set You Apart Courage is not often associated with a brand. But when it is it becomes an identifiable and differentiating characteristic that can be both
Making brand design decisions isn’t easy even for design professionals. Clients who may not be so versed in design principles find it even more difficult. A name, logo, or other
Is your company a high-want Vanity Brand? Or is it a high-need Value Brand? And what other companies fall into categories that share those traits? It’s all about customer perceptions.
Is a Brand Plan in Your Plan? Most organizations have already done their plans before the beginning of the year. But it is never too late if you haven’t. Either
The design process is pragmatic not emotional
Building Brand Recognition “Just Do it is” one of the world’s most recognized slogans. Everyone knows it’s Nike. But what if Nike had no slogan? Or what if Nike’s slogan
Brand is A Crucial Ingredient to Your Business Future A business plan is essential in defining a framework for business success. It is especially crucial for a new business start-up.
6 Benefits to Small Businesses Brand Architecture Brand Portfolio management isn’t just for Fortune 500 companies. Companies like Proctor and Gamble need a sophisticated portfolio strategy to manage the breadth
Don’t Let Brand Standards Stifle Your Creativity Are Standards Too Restrictive? Brand standards are one of the cornerstones of good brand management. They are the repository of the principles that
Brands You Would Rather Avoid . . . If You Could How much do you look forward to going to your local auto mechanic? Is getting gas in your car
Brand Awareness Starts With Brand Recognition Does passing the recognition test ensure business success? No. But good recognition can help. Small business represents a vast majority of all businesses in
Keep Your Brand At Peak Performance Brands, like people, need a health check ever so often. Keeping them at peak performance requires constant attention and care. A good brand management
Good brand recognition translates right down to the bottom line. What Is Brand Recognition? Brand Recognition is a measure of how well customers can identify a particular brand against other
Looking for a Good Brand Definition? Everyone Has a Point of View Every marketing agency, branding firm, and industry expert has its own brand definition. It’s not surprising, then, that
Employees can be great brand advocates. But that’s only possible if they’re smarter about your brand. Your employees know you best. They have the potential to be a great brand
10 topics your branding consultant should cover to get your project rolling You should expect that your brand consultant will kick off your branding project by asking some foundational questions
8 questions to ask when looking for a brand partner
The 4 things a value proposition needs to do. Why is the value proposition so misunderstood? Maybe it’s because it is often confused with the most current campaign slogan. Or
The answer is pretty simple – it’s clarity. It is when all of the facets of the brand come into clear focus in what defines it, expresses it, and what
Interestingly there is seldom consensus among leadership on what their brand stands for. One of the first questions that we ask clients is what they believe their brand stands for.
Understanding How Brand Works The cornerstones of most organizations are their Vision and Mission statements. Not everyone agrees, however, on what the difference is between them. Which is more foundational?
Honesty is not a Core Value, but it could certainly be part of a larger set of Universal Values. Innovation is not a Core Value, although it might be part of an
Understanding How Brand Works Managing a brand is as important as managing any other asset of an organization. However it is often overlooked under the assumption that as long as
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