A publicly traded, North American, b2b software company recently signed up for the Distility 1day1brand workshop to refocus the brand strategy for its flagship online service. The firm was in the midst of revamping the key features of this product, and needed the right brand building blocks in place before …
Brand Strategy Informs Your Content Marketing Strategy
Recently, we had the pleasure of working on a client project that involved the creation of both a brand strategy and content marketing strategy. It is extremely exciting to witness how strongly a well-defined brand strategy works to focus the creation of a knowledge-driven content marketing plan. The first step …
The Branding Reason You Care Less and Less About the iPhone
iPhone Brand Positioning and the Mass Market The introduction of the iPhone in January of 2007 was a watershed moment in consumer electronic marketing. While other smartphones were already on the market, Apple, grasping the mass market mindset, positioned the iPhone as a new category. Apple cleverly launched the iphone …
Lance Armstrong Livestrong: the Story of a Broken Brand
Here at Distility, we are fans of Lance Armstrong. He is a champion cyclist, a cancer survivor, and he has used his celebrity to create the Livestrong Foundation and support millions in their battle against cancer. But now his brand is taking heavy damage. On Thursday August 23rd, 2012, the …
Minimum Viable Social Media Plan
It’s no secret that social media has become a common marketing tool for brands to engage with their target audiences. But with the rise of social media marketing, many people have developed conflicting opinions about the ability of recent graduates to drive an organization’s social media efforts. Brands and Social …
Mars Curiosity: NASA Brand Building with Personality
While the Mars rover Curiosity has successfully landed on the Red Planet, it has also blasted off in social media. In the past few days, @MarsCuriosity has rocketed on Twitter from a respectable 140,000 followers to 850,000 followers. We admit that we began following @MarsCuriosity on August 3, 2012, and …
Best of Brand Marketing Distilled – 08/01/2012 – New Top-level Domain Names
Best of Brand Marketing Distilled is our periodic 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 edition focuses on a new development in internet marketing: the new generic top-level domain (gTLD) names. In …
Branding: The Importance of Build-In
Many branding agencies and marketing agencies discuss the importance of buy-in. Successful branding is built on commitment by your organization to consistent use of the visual and verbal systems representing your brand, including your brand name, slogan or tagline, symbols, colours, images, and fonts. Branding Beyond Buy-In: Build-In Branding agencies, …
Colour Choices Can Make or Break Your Brand Marketing
When you are creating your brand marketing, your colour choices should support both your brand and your message. Consistent use of your brand colour or colours will help you build your brand into a valuable intangible asset. In your brand marketing messages, it’s important to consider how your colours might …
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 …