What Is A Brand?
The Definition of a Brand
A brand is the evidence of distinction. Without distinction, you’re generic, or worse, a commodity.
To Succeed, a Brand Must Be:
- Relevant
- Believable
- Defendable
The Difference Between Branding and Brand Development
Brand development is the discovery process we go through to unearth your “Evidence of Distinction,” and development of communications of that differentiation.
Branding is then, the tactical application of that distinction in all your communications materials.
Brand Development is not a Marketing Initiative
It is a corporate initiative.
In order for a distinctive brand to be deliverable, it must be discovered and adopted at the very top echelon – the CEO, COO, President, VP of Marketing/Marketing director, etc.
Measure Your Brand Strength With Our Brand Report Card
Identify areas of your branding that may need improvement with our simple Brand Report Card. This exercise will stimulate discussion among everyone who participates in your brand management. Take the test online or download a copy.
Click here FOR OUR BRAND REPORT CARD »
Download "The Argument For Branding" White Paper
"A company’s brand and its acceptance by its customers is the new marketing tool/weapon. But brand implementation differs vastly from tactical marketing implementations. It is much more holistic, more subtle and most of all, more loyalty inspiring. Let’s face it—people love their brands. They identify with them. In this modern age, where many rootless corporate drifters wander from place to place, job to job and town to town, the solidity of brand and what it represents is comforting. Instead of individuals claiming they are from a town, a state, a church or a college, many express their ultimate identities through a subtle combination of their brand choices. We relate because we wear Ralph Lauren, or buy Maytag, or drive BMW or shop Gap. We are our brands."
Tiger Woods Is Back And Advertisers Cheer
The Masters Golf Tournament officially gets underway today. Tiger Woods is back from his recovery from knee surgery and Woods' sponsors and advertisers could not be happier. Sponsors will be counting their blessings as Tiger rounds "Amen Corner".
Update Your Website And Increase Sales
Once you have initiated strategies to drive traffic to your website through SEO, PPC, social media, and other online and offline communication tools, you must do the following to update your website and increase sales.
B2B Recession Survey Update 2009
In a compilation of recent surveys on testing the marketing environment for 2009, we found the following survey results.
Best Global Brands And Recession - Suggestions For Brand Evaluation
Business Week's 100 Best Global Brands are a reflection of the global economy. The increasing complexities reinforce the importance of protecting and growing a brand. It is a company's most valuable asset - and a far less volatile asset than others during a time of economic uncertainty.
Brand Positioning - Thinking About The Customer
In a round table discussion, marketing executives discuss the role of brand positioning, challenges that arise in positioning and when it's a time to reposition or re-launch products, and how brand positioning may differ in global markets.
Employee Loyalty Is Brand Loyalty
The most important delivery of your company's brand to your customers and prospects is your employees. The number one reason a person will change vendors is the interaction he/she has with the personnel of your company. If your employees are not strong advocates for what your company stands for, your company is in jeopardy of losing business.
What Does Your Gut Say About Your Brand?
B2B marketers who understand the concept of branding will fare much better than their competitors. What is a brand? Think of a brand as the gut feeling about a service, product, or company.
Branding In A Recession
Current economic conditions are trying, and to more recent generations of company managers may seem unique. However, downturns have been experienced before and there are tremendous lessons to be learned from previous recessions.
The Argument For Branding
Branding and valuable brands are the most important things a company can strive to achieve in our post-advertising world. Many ads today just do not work, and many consumers are not only sick and tired of getting advertising messages, but have found numerous technological ways to cancel them out of their lives.
Brand Report Card
Instantly assess your company's brand strength by measuring your distinction.
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