Marketing and branding providers like Distility will recommend all kinds of solutions. But what do you need?
Are You Ready to Brand? Really Ready? Really?
Succeed in Branding If you are the decision-maker at a company that needs to create or renew its brand, here is a question that ought to keep you up at night: Why do some companies succeed at creating brands that boost awareness and sales, while others go through the motions …
Branding Best Practices Learned From the GAP Logo Debacle
I took some heat for my last post on how the new GAP logo was better. In that post, I explained how the old square shape makes it smaller than competitors, and how the old serif font is out of tune with their otherwise ubiquitous use of Helvetica. Soon after …
Branding Agency CEO Axle Davids on Why the New GAP Logo is Better
The interwebs are abuzz with the new GAP wordmark. People are shocked, enraged, agog. Productivity is down. People want answers. Emails are flooding my inbox. The Distility social graph wants to know where we stand. Neither wordmark is particularly inspired. But then how inspired is that of Dolce & Gabbana or …
Brand Agencies Won’t Like This New Way to Value Brands
Yesterday, I stumbled upon a great rant about the recently published Interbrand 100 top brand rankings of 2010. On his blog, Chicago based Brand Strategist Jonathan Salem Baskin suggests a far better way to value a brand, one the brand agencies are bound to hate. After sending it to my team, …
The Apple & Microsoft Brand Strategies – What Do You Think?
Yesterday, Apple’s market capitalization eclipsed that of Microsoft. Their rivalry has fascinated me since I was old enough to geek. Apple has always been about control of the experience. Microsoft in its hey-day about control of the industry. Things they are a changing. So what about their brand brand strategies?
The Diffuse Brand Strategy – What Went Wrong?
This post is one in a series on our biggest brand strategy secret here at Distility: That most bad brands can be traced back to a failure of exploration, a failure of commitment, or both. This diagram sums up the way most brands go wrong, and what it takes to …
The Conformist Brand Strategy
This post is one in a series on our biggest brand strategy secret here at Distility: That most bad brands can be traced back to a failure of exploration, a failure of commitment, or both. This diagram sums up the way most brands go wrong, and what it takes to …
The Fragmented Brand Strategy
This post is one in a series on our biggest brand strategy secret here at Distility: That most bad brands can be traced back to a failure of exploration, a failure of commitment or both. This diagram sums up the way most brands go wrong, and what it takes to get to …
Brand vs Brand Strategy: The Rematch
It is time once again explore the absolutely fascinating subjects of brand and brand strategy. We’ll pick up our conversation again with some useful definitions. Brand. Your company’s brand can be thought of as its image in the collective mind of the marketplace – its personality, promise, and position as perceived …