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 …
Integrating Winning Strategy: Business Strategy v. Brand Strategy
Distility was very fortunate to have Dean Roger Martin and Assistant Dean Suzanne Spragge of the Rotman School of Management, University of Toronto, spend an hour with us in the Distility Lab this week. The visit exceeded expectations since not only was it immensely gratifying to have positive feedback on …
Critical Branding Conversations: What Are We Selling?
By Pete Kloppenburg If you gather together your leadership team and ask the question “What are we selling?”, you may well hear many answers. For instance, a typical tech start-up might be able to pursue several different business models with the same core technology: end-user products, back-end tools, OEM licensing …
The 5 Dangerous Don’ts of Branding
So it’s time to brand. Nervous? Don’t sweat it. Just keep your eyes open and take a moment to join us as we revisit the biggest Brand Scams – the things you most definitely do not want to do when you brand. 1. Don’t buy too little Branding is a …
Who Benefits from Quality Brand Strategy?
What is the Value of a Brand? Especially Brand Strategy – Your Promise, Position and Personality? Sure, a good brand will increase awareness, consideration and loyalty but you’ve heard that already haven’t you? You’ve heard all the Mom and apple-pie cheerleading for brand as a part of a nutritious breakfast. …
Never before seen video of Distility 1day1brand
By Axle Davids Now that our provisional patent has been filed, you can be the first to see the new Distility 1day1brand video – just completed today. And what better place to premier the video than in NYC at Jeff Pulver’s @brandsconf where today we’re exploring the “Humanization of Brands” …