New Video: Business Tips for a Consistent Brand

In Branding Evaluation by Axle Davids2 Comments

Small and midsize businesses can benefit from creating a consistent brand experience. That starts with having a well thought-out brand strategy — a brand promise, position and personality — that wins space in the customer’s mind. But when business leaders don’t take the extra steps to ensure that their brand …

The Batman Brand Strategy

In Branding Evaluation by Axle Davids2841 Comments

In 1939 the Batman made his first appearance in Detective Comics #27. Six issues later he got his origin story when Americans were introduced to the young Bruce Wayne who witnesses his parents murdered in cold blood. Bruce swears to avenge their deaths and as the years pass, he steels …

How to Evaluate Slogans and Taglines

In Branding Evaluation by Axle Davids2857 Comments

A slogan or tagline, as outlined in our post What Makes a Good Tagline, is a short, pithy sentence that acts as a rallying cry for your brand. It works to: directly communicate the essence of your brand to your target audience, and inspire your team to be proud of …

What Makes a Slogan Memorable?

In Branding Evaluation by Axle Davids2813 Comments

A good slogan (also known as a good tagline) is a cornerstone of an enduring brand. To be good, a slogan needs to be memorable. An important aspect of branding is to ensure your brand is remembered by your target customers and customers. A recent Cornell University research paper provides …

The Ikea Brand: A New TV Brand Category Competitor

In Branding Evaluation by Axle Davids44 Comments

Your competition is all the other solutions that are vying to resolve your customer’s needs. An important part of defending your brand’s ability to compete is to think about your competition and how they are vying to solve your customers’ needs.  However, if both you and your established competition are …