What is it about nostalgic products that brings a sense of comfort to shoppers…along with an urge to buy? Whether it is old fashioned candy, the actual product, or a modern product in a retro outfit, taking consumers back to the good ‘ole days is proving to be quite effective, according to this article in the Wall Street Journal.
How do you know when it’s time to take a good long look at your company’s brand identity and brand voice, to truly discover your company’s essence, and to re-engineer how you are communicating your company’s strengths against those of your competition?
Basking in the afterglow of last week’s royal nuptials, wedding industry professionals and brides worldwide are scrambling to “borrow” elements from the wedding of Prince William & Kate Middleton…to give their own events that “royal” feel. Dresses are being knocked off, horse and carriages are being reserved and—God knows—millineries are in headgear production overdrive. But… Read more »
Most companies—if not all, in this day and age—have a corporate logo. But ask 10 CEOs to explain what their logo represents and you’ll get 7 quizzical looks, 2 fumbling non-responses and 1 “I don’t know.” Your logo (font treatment and, potentially, your logo mark—the graphic next your name) is the visual representation of your brand.
A productive branding or re-branding exercise necessarily begins with a thorough and thoughtful Discovery Phase. During that discovery phase, you take a company apart bit by bit and reduce it to its very pieces. ou go through this process to strip away the proverbial chrome and decals and get right to the engine—that which truly drives the company, its people, its success and its mission. Then you put all of the pieces back to together, building them around that engine, until a finely tuned piece of machinery comes out the other end. That is your unique brand voice.
Why Nakedly Asking Humbling Questions Is the Only Path to Finding Branding Answers
