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 …
3 Ingredients to Make a Good Brand
To Create a Good Brand, Your Brand Needs to Get Three Key Ingredients Working Together. A good brand is one that has attained prime space in your target customer’s mind so that the brand is remembered as the customer’s preferred solution. There are three overarching ingredients to creating a good …
Best of Brand Marketing Distilled – 11/04/2011 – Occupy Wall Street
Best of Brand Marketing Distilled is our weekly distillation of the best of brand marketing and business intelligence. This week’s edition features the Occupy Wall Street movement. As set out in the articles distilled below, the Occupy movement has no one core message but is comprised of a large number …
The Case Against B2B Branding. Why brand if we are B2B?
The CEO looked at us suspiciously. His new VP Marketing had brought us in to support his fledgling effort to rebrand this mid-size life-sciences firm. The firm was doing very well, growing steadily but investing heavily in sales and barely at all in marketing. The office was utilitarian, the board-room …
Do I have a brand?
Brand is a word that has many meanings. It can mean as little as an identifiable trademark (a name or logo) or it can be used to describe an entire business. When it comes to savvy marketing what is key is that it is an idea that exists in the …
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.
Farmville: When New Brand Categories Kill
“There is no competition for the drinkable computer” One of the first questions we ask our client teams before we begin branding is “Who is your competition“. Bleeding edge gear-heads and other like geniuses often fumble with this question. For example, they respond “We’re the first people to bring a …
That’s Not Branding – A Costly Confusion
Brands and businesses suffer when decision-makers don’t see the difference between defining a brand and other kinds of “messaging” or marketing projects. A serious branding effort is built on the ultimate, distilled, enduring ideas that have the very best chance of sticking in the customer’s mind. By contrast, the typical …
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 …