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Articles in Home | Branding

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  • What’s In A Name? The Six Essential Elements You Need To Know  By : Susan
    Selecting a name for your new business is not easy. A name does more than identify your company. It tells customers who you are, what you do, and more than a little about how you do it.
  • 4 Secrets To Building An Engaging Brand Experience  By : Kristie Tamsevicius
    When you think of creating a new brand, it’s easy to think about advertising managers sitting around a conference room tossing around ideas with caffeine fueled creativity. However, often times, the most powerful branding comes from adding a little “fun” to your brand experience.

    Driven by the Burger King mentality, today’s customers want to do business their way on their time. They want to make their own choices. As business people, it’s our job to make sure then when cus...
  • The Brand Story - A Tale Worth Telling  By : Jerry Bader
    Every Business Has A Story To Tell

    Everybody likes a good story and why not? Stories are entertaining, instructive, engaging and above all human; they connect people to people, and businesses to customers. Stories are about communication and communication is the essence of marketing.

    We have at our disposal the greatest communication tool the world has ever known, the Internet, and we are wasting it. Websites are used as if they were corporate brochures. The techno-expe...
  • The Eternal Principles For Creating Luxury Brands  By :
    By definition, a luxury brand is an outstanding brand, justifiably priced highly and destined, at least primarily, to a select group of the social-economic elite. Luxury is not about unattainability though. After all, you cannot profit from consumers that cannot buy your brand. However, luxury is about the consumer outstretching herself a bit to buy something extraordinary but rather expensive for her financial ability. When you are used to driving a BMW 760 (price tag: over ...
  • Creating Brand Instrumentality Beyond The Product  By :
    The main reason for the general fascination with brands is their ability to provide the consumers an extra value in addition to what the product\service\company themselves can provide. A value which becomes the major motivation for consumers to desire the product. Everybody agrees about that, but from here on it becomes foggy. First of all, what is this value exactly? Also, how precisely is this value being added and incorporated into the brand? In this short article I attemp...
 
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