Reframing the Issue of a Bad Brand Name One of the biggest obstacles to brand marketing success is a badly named brand. For both new marcom hires and marketing consultants, it is a difficult issue to raise, but, as few of us are hired to be yes-men, it is not …
Brand Loyalty: Canadian Tire Money
Canadian Tire Money is an Iconic Brand Loyalty Program Back in 1958, Canadian Tire launched a visionary loyalty program. It started giving its customers Canadian Tire Money equal to a fixed percentage when they used cash at Canadian Tire stores. To this day, Canadian Tire Money can be used like …
Top Inbound Marketing Tools
Inbound marketing is a marketing strategy that focuses on having customers and potential customers find you. This approach is a sharp departure from traditional marketing strategy which focuses on finding customers by building brand awareness through advertising, promotion and contacting prospects (that you have identified) directly. When inbound marketing is …
Logo Design Is a Waste of Space
Logo + Wordmark – What’s the Difference? At Distility, we design wordmarks, not logos. A logo is a graphic symbol which represents a brand. A wordmark is a text-only typographic representation which is built from the letters in the brand name. Three Reasons Why Wordmarks Are Part of Pragmatic Brand Marketing We …
The Minimum Viable Brand
Minimum Viable Brand Requirements Through our technology clients, we were fortunate to have had early exposure to the new wave of programming that began about a decade ago and prominently features the concept of the “minimum viable product”. A minimum viable product only has the features that allow the product …
Should Brand Strategy be Actual or Aspirational?
During our Distiliy 1day1brand events, participants ask: “When we are developing our brand strategy today, should we be thinking of the brand we are now? Or the brand we aspire to be?” For instance, one client has a multimillion dollar capitol project that won’t be completed for three years. Should …
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 …
How Often Should a Company Rebrand?
A Company Should Strive to Rebrand as Infrequently as Possible. By doing a rock-solid job on brand strategy and brand systems, your brand should be vibrant for at least ten years or more. After that time, your strategy may be the same but your systems (logo, tagline, colours, fonts, imagery) …
When Is It Time to Rebrand?
Is a Corporate Rebrand in Your Future? If you are reading this, then your brand, or the brand of someone you know, is on your mind. You may be thinking: “Our brand looks dated, at a time when we need to look current.” If this is you, you need to …
Tim Hortons Branding: Sizing Up the Customer Experience
Canadians love coffee. Coffee is the #1 beverage for adults in Canada. The average Canadian drinks almost 50% more coffee than their U.S. neighbours. Most Canadians also love Tim Hortons. It is arguably Canada’s most beloved brand. Tim Hortons has built its brand on a well executed brand strategy. Tim …