Brand architecture – the high-level structuring of your brand’s offers – is a must if you want to scale your brand without wasting time and money. It affects product naming. It informs advertising. It determines how your corporate trade-mark will appear around other brands in your roster. It can even …
How to Fake Brand Authenticity
If you’re interested in making a thoroughly insipid brand seem earnest and meaningful, this video has all the pointers you’ll need. Warning: Feigned Brand Authenticity Branding Agency Good & Evil It goes to show how easy it can be to massage the even most overused imagery and ubiquitous verbiage into …
Brand Strategy Attack: Ford Repositions Cadillac for Phoniness in Must-See Video
For those that live in the trenches of brand warfare, Ford’s recent response to Cadillac’s repulsive “Poolside” advertising campaign is golden. It clearly indicates the power that brand positioning can have when used to its fullest. Cadillac’s Poolside: A Quick Recap Poolside features actor Neal McDonough extolling workaholism, consumerism and …
How to Use Your Brand Strategy in Your Brand Advertising
Don’t Create Your Brand Advertising Until You’re Clear on Your Brand Strategy Your brand strategy – brand promise, brand position, brand personality – is how you win space in your customer’s mind. When it comes time to create a brand advertising campaign, it is important to ensure that your campaign embodies your …
Best of Brand Marketing Distilled – 12/21/11 – Advertising with Personality
Best of Brand Marketing Distilled is our reoccurring series of posts featuring distillations of the best of brand marketing and business intelligence. We hope the ideas and articles are fuel for your organization’s planning and success. This week’s edition provides a distillation of a video advertising series that delivers its …