A strategy is knowing where you want to play and how you want to win. A brand strategy is playing in the right customer’s mind, and winning with a brand promise, personality and position that are compelling, credible and competitive. At Distility, we are pragmatists. We are passionate in our …
Brand Copywriting: What Is Your Brand’s Voice?
Copywriting is your brand’s way of speaking to your customer. Think of your organization’s copy as a verbal version of a logo or colour palette. Just like these visual elements, the text you use in your touchpoints needs to have a consistent feel, underpinned by a clear strategy. It doesn’t …
Inbound Marketing Step 6: Improving Brand Awareness Through SEO
Inbound marketing is a brand marketing strategy that focuses on having customers and potential customers find you. This post is the sixth in our series on how to become an inbound marketing hero. In the last post in this series, we talked about the importance of budgeting sufficient time and …
The Batman Brand Strategy
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 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 …
Unlock Your Brand Advantage and Win More
At Distility, we are passionate about helping teams unlock their brand advantage. We are also convinced that this cannot be done without a clear and simple brand strategy. In essential terms, the goal of any strategy is determining where you will play and how you will win. Brand strategy addresses …
Apple – The Most Distilled Global Corporate Brand
Today, Apple pushed Google out of top place for the title of the “Most Valuable Global Brand” in the BrandZ Top100 ranking of the most valuable global brands. How did they get there? By being the 21st century’s most distilled brand.
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 …
What if Your Brand was on the Drug Called Charlie Sheen?
On Monday, I watched Charlie Sheen being interviewed by Piers Morgan on CNN. He is an archetypal Hollywood bad boy in a career crisis. From a branding perspective, brand awareness of Charlie Sheen is growing and at the same time his brand reputation is crashing. Charlie Sheen’s interview was fantastic entertainment. …
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