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 …
Brand Agencies Won’t Like This New Way to Value Brands
Yesterday, I stumbled upon a great rant about the recently published Interbrand 100 top brand rankings of 2010. On his blog, Chicago based Brand Strategist Jonathan Salem Baskin suggests a far better way to value a brand, one the brand agencies are bound to hate. After sending it to my team, …
Apple Brand Strategy Leaked in Microsoft Slide!
Hours ago, CNET and other tech sites featured a purported leaked Windows 8 document. It looks real. Especially convincing is the sad “How Apple does it: A Virtuous Cycle” slide. (image above from leaked document above) The Virtuous Cycle: A strong brand promises “That it will just work” It does …
Revealed: Distility’s Biggest Brand Strategy Success Secret
A successful brand strategy tells your team how you want your brand to be known. It identifies a desired brand reputation – one that, by being achieved, will accelerate your overall business success. So why do so many Brand Strategies, and the Brand Marketing that follows, experience an inglorious lack …
Sprouter Company Profile
Sprouter Talks…to Distility about the new branding By: Erin Bury, Community Manager at Sprouter. Tues Feb 23rd, 2010 If you’re an entrepreneur at some point you had to sit around with a whiteboard trying to think of a name for your company. You probably sent ideas to your peers and …
Brand Positioning Fundamentals – Point of Difference
Marketing amateurs believe that positioning is just about what makes a brand different. As we’ve explained in previous posts, it is far more. To recap, positioning done right, includes: 1. Your target customer 2. Their need 3. Their frame of reference 4. Your point of difference(s) 5. Your reason(s) to believe …
Fast Company
Free Billboard Ad To Build a Brand BY FC Expert Blogger Dana Severson Fri Oct 23, 2009 at 11:44 PM I must confess, I really have a soft spot for anyone with a larger-than-average size forehead — myself included. So, when I received an email from a fellow bold forehead …
Brand Positioning Fundamentals: Frame of Reference
In our last post on brand positioning fundamentals, I reviewed the target audience need. The Motorola Droid was used as our example to illustrate the key elements in a classic positioning statement which are: 1. Your target customer 2. Their need 3. Their frame of reference 4. Your dramatic difference(s) 5. Your reason(s) to believe Together they …
Brand Positioning Fundamentals – The Need
In my last post, I reviewed the classic brand positioning model we use here at Distility for 1day1brand. As well, we reviewed getting the target audience right. The Motorola Droid was used as our example to illustrate the key elements in a classic positioning statement which are: 1. Your target customer 2. Their …
Brand Positioning Fundamentals – The Customer
As noted in the post Positioning – Much Abused. How to Use here at Distility Branding, for 1day1brand, we use the classic positioning statement that is made up of the elements in the above diagram. 1.Your Target Customer 2.Their Need 3.Their Frame of Reference 4.Your Dramatic Difference(s) 5.Your reason(s) to believe Together …
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