Political Correctness is the Enemy of Brands

Political correctness is the enemy of great brands. It is, in fact, the enemy of great marketing. The finest brands and the best marketing are those that seem most transparent to the customer. When a consumer sees an advertisement, they should see the brand and not be aware of the message. When they see the brand, they should see themselves and not all of the product attributes.

Organic Naming -- Creating Company and Products Names with Deep Roots

How to create natural, intutive business and company names that resonate with your customers. In an age of artificial and coined naming, this naming strategy can often produce a memorable brand name that really works.

Why The World Loved The Steve Irwin Personal Brand

What was it about Steve Irwin that made his so popular? How did this Aussie bloke with a passion for animals become such a worldwide phenomenon?

The Branding of a Beach and Tourist Destination

There are many World Class Resorts around the Globe and so many are beautiful beach settings and turn out to be huge tourist destinations and once they are their promoters stand to make millions if no billions of dollars catering to the traveling public and wealthy tourists. This is why the Branding of a Beach and Tourist Destination is such a serious issues.

What About the Internal Brand?

More and more companies are revitalizing their brand with a new logo, building remodels, new uniforms, advertising campaigns, and the like. Typically everyone, both within and outside the company, gets excited about the new look and message. After all, it's cool to have the latest and greatest of anything.

The People are the Brand

While on the road delivering seminars, I stopped at a large restaurant chain for breakfast. Some of their employees were on break eating the competitor's food at a very centrally located table. EVERY guest that was entering, leaving, refilling a soda, or placing an order saw an employee of this restaurant eating out of a bag adorned with a competitor's logo. What kind of message does that send?

McDonalds and Brand Development - Where Next?

Where to brand next? Where should mega-brands go? Example for McDonalds.

Supermarket Brands Are In Real Trouble

What makes Wegmans so formidable? They learned their brand lessons well and are playing brand hardball. Borrowing on the specialty marketers like Whole Foods, Fresh Market and Bread & Circus, and the upscale brands of Four Seasons and Ritz Carleton, they recognized that brands that differentiated the customer enabled these brands to become destinations. They became a magnet for those seeking specialness, specialty, high quality foods, and experience - within a geographic area. When the shopper believed they were a more discriminating shopper (what we call a Brandface), these shoppers were willing to inconvenience themselves by traveling a greater distance to satiate that self-identifying need. They would also be willing to pay higher costs for that same self-identification.

Five Myths That Effect The Decision To Just Do It!

Article looks at 5 reasons people will benefit from working with a Specialist.

Your Recipe for Brand Success, Part II

What's the dividing line in your business? Let's focus on the importance of setting boundaries in our business, particularly for the solo pro, or risk being overpowered by the very thing we love most. Part II

Can a Small Business Be A Big Brand?

Do you think of your business as a brand? Because it is one, whether you view it that way or not. Even if it's just you, a solo-professional, working out of your home. Here are some tips for making a small company a big brand.

Company Logo Design: Rebrand Your Company With A Professional Logo Makeover

Company logo design forms an integral part in the brand building process of a company. A well build brand may need to change its business logo due to variety of reasons like mergers, acquisitions, change in business areas, product repositioning etc. Seeking help from a professional logo design company will not only enhance the look and feel of the company logo but will surely translate into better business returns for the company.

Parity Busters

Learn how to ensure that your competition is constantly playing catch-up and never succeeds.

10 Benefits of Branding

A short list of clear benefits for building a platform of Branding.