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 …
New Workshop Gets Your Brands Organized
Based on the success of our new ebook How to Organize Your Brands, Distility is pleased to announce Brand Architecture Express. Designed for the fast-moving firm looking to get their brand architecture done right, this workshop is the most efficient way to unify past and future offers. For this new …
Why It’s Not Called the iWatch
In early September, Apple held its annual iPhone event. Since then, new product demos and ads for the iPhone 6s, iPad Pro and Apple Pencil have been widely circulated. Naturally, many editorials followed about this year’s goodies and their features. But we’d like to look at something else. Something more …
BlackBerry Rebranding is Right for RIM
Waterloo-based tech firm Research in Motion has made a big leap this week, announcing a full corporate rebranding that will leave them as — very simply — BlackBerry. We applaud them for this decision to undergo a BlackBerry rebranding initiative, because it opens the gates to build a single, relevant brand …
Naming a Product: Before You Begin
Your most important marketing tool is your name. Whether it is the name of an organization, or the name of the product, it is the mechanism by which customers gain awareness and recall your offer. In a previous post, we have outlined ten things to consider before embarking on a …
Brand Architecture – When Resistance Trumps Reason
Our experience with brand architecture projects is that they are either really easy or really hard for a business, and there is rarely anything in between. When It’s Easy, Brand Architecture Reason Trumps Resistance When a business has a handful of product or service offerings, brand architecture is generally a …
Brand Architecture: What Is an Endorser Brand?
[Update: The best practices in Brand Architecture: What Is an Endorser Brand can now be found in our free brand architecture ebook, How to Organize Your Brands. Download it today.] ORGANIZE YOUR BRANDS WITH OUR FREE EBOOK Endorser Brand Architecture An endorser brand architecture is made up of individual and …
Brand Architecture: What Is a Freestanding Brand?
[UPDATE: THE BEST PRACTICES IN WHAT IS BRAND ARCHITECTURE: What Is a Freestanding Brand CAN NOW BE FOUND IN OUR FREE BRAND ARCHITECTURE EBOOK, HOW TO ORGANIZE YOUR BRANDS. DOWNLOAD IT TODAY.] ORGANIZE YOUR BRANDS WITH OUR FREE EBOOK This post is the fifth in our series on brand architecture. …
Brand Architecture Basics: What Is a Masterbrand?
[UPDATE: THE BEST PRACTICES IN BRAND ARCHITECTURE: WHAT IS A MASTERBRAND CAN NOW BE FOUND IN OUR FREE BRAND ARCHITECTURE EBOOK, HOW TO ORGANIZE YOUR BRANDS. DOWNLOAD IT TODAY.] ORGANIZE YOUR BRANDS WITH OUR FREE EBOOK Our blog posts What Is Brand Architecture? and How to Choose Your Brand Architecture? …
Brand Architecture Basics: What Is a Sub-Brand?
[Update: The best practices in Brand Architecture: What Is a Sub-Brand can now be found in our free brand architecture ebook, How to Organize Your Brands. Download it today.] ORGANIZE YOUR BRANDS WITH OUR FREE EBOOK Our blog posts What Is Brand Architecture? and How to Choose Your Brand Architecture …
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