Family Business Branding and The Secret Drivers to Brand Success
At his Tuscan estate overlooking Siena, Dr. Francesco Mazzei pours a glass of ruby red Chianti Classico while beginning to tell the story behind the distinctive label that represents several legacies: the name of his family’s medieval country house castle, the village hamlet, the family winery, and the year it was founded. “Castello Fonterutoli Mazzei […]
Rebranding: 15 Do’s and Don’ts for Brand Success
Since 1903, the Pepsi-Cola (and later Pepsi) logo has seen many changes and facelifts in the form of rebranding and revitalisations. Through the last 100-plus years, the logo has evolved from what we might consider today an old-fashioned typeface through many fresh new looks. But while it’s interesting to follow the evolution of […]
Personality Matters: Bringing Your Brand to Life to Grow Profits
Breathe life into your brand. Like people, strong successful brands are alive; they have a distinct voice, individualistic traits, characteristics, and personalities. Brands must continually grow and evolve to stay relevant, or die. As with people, the development and reinforcement of that personality creates a unique persona and serves to differentiate your brand from the […]
7 Universal Branding Lessons From Christmas Adverts
You’d not be alone in thinking that 2016 delivered some unexpected political surprises on both sides of the pond. Your customers may share that thought. But uncertainty is no friend to retail therapy, so to lighten the mood and reinforce economic prosperity, we’ve collected some of the outstanding moments — for better or for worse […]
Top 7 Branding Trends in 2017
With each December comes the inevitable look back at what we’ve learned in the year that was, as well as a look forward with predictions of trends aplenty. The business of branding is no different, although there is a constant in branding that we draw your attention to, namely: brand identity, including packaging, design, and […]
Build Your Brand Strategy So It Drives Your Growth and Punches Above Your Weight
It’s amazing, but even with all my branding articles, videos, brand-building masterminds, workshops and speaking engagements, people still ask me, “Do I really need to brand my business or brand strategy?” Or they’ll say, “I’m a B2B startup; can’t I postpone this branding stuff for a bit?” My answer’s are always the same, […]
Brand Audits – How to Use One to Grow Your Profits
Perhaps you’ve seen some of the headlines. This one from Bloomberg pretty well sums up the lot: “Snoopy, Loved as Friend, Lacking as Leader, Gets Boot at MetLife.”[1] Yes, after a 30-year run, MetLife is dropping Snoopy and the Peanuts gang. If you’re wondering why a company would break up a winning partnership and […]
Brand Stories: 5 Compelling Examples That Sell Themselves (Part 2)
(see Part 1 here) “Exactly how do I tell my brand’s story?” is one of the most frequently asked questions we receive. Simply start at the beginning and consider the following guides as you draft out the core ingredients of your brand story: Do: Tell a story Don’t: Fudge the facts Do: Use visuals […]
Brand Stories: 5 Compelling Examples That Sell Themselves
Part 1. (see Part 2 here) Once upon a time, there was a brand that told its very own compelling story. It had a beginning, a middle and an end. It was the story of how it adds value to people’s lives, how it uniquely solves a problem, how it authentically reaches people, builds an […]
Digital Brand Identity Essentials – How to Build, Resonate and Grow
Successful branding requires consistent communications both on and offline. The question is, is your digital brand identity consistent and congruent with what your brand stands for? Does your brand strategy fully integrate your digital brand identity? Does it congruently express what you stand for? Is it well thought out and compelling? Does your digital brand identity […]
