Branding is ill-defined, usually vacuous, often expensive and totally unpredictable – Seth Godin in Seth’s Blog Incomprehensible Voodoo – Guy Kawasaki in The Art of the Start We are brand technologists. We love branding and believe in it. But we are here to say that branding is broken.
Brand Strategy Future – Visionary Words from P&G CEO
I’m pretty blown away by the Adage.com interview with P&G CEO Bob McDonald. His thoughts on brand strategy are in perfectly sync with those of Lisa Bradner. Lisa is the author of Forrester’s “Adaptive Brand Marketing” we’re big fans of hers. McDonald is taking it to another level here, and …
Founder Axle Davids on Distility Launch
This post is especially for all of you that have helped aXle Branding (Now Distility Branding) over the years. It is to let you know that big changes are afoot… > aXle Branding has transformed into a new breed of branding firm – one with a technology twist. Our first …
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 – Innovation and Frame of Reference
We’re now half-way through my mini-series on Brand Positioning Fundamentals. You’ll recall the key elements: 1. Your target customer 2. Their need 3. Their frame of reference 4. Your dramatic difference(s) 5. Your reason(s) to believe In my last post, we covered the customer’s frame of reference.
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 …
TechVibes.com
Using Technology to Create Memorable Brands – the Distility Story One of the major buzz words these days in marketing is branding. And one of the questions that marketing professionals ask their clients is, “What is your brand?”. Distility understands this problem, which is why it started Distility Branding. Previously …
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 …