One question our clients always ask us is who they should bring along to their Distility 1day1brand. For start-ups, should they bring the whole company? For larger enterprises, should they bring the whole C-suite? There is of course no single answer – every company has a different mix of people. …
Don’t Miss your Mark: Brand Strategy Allows Effective Content Review
Today’s Toronto Globe and Mail includes an interesting piece by Simon Houpt in which he opines on why he thinks the new ad campaign by Ontario’s egg campaign misses the mark. In a nutshell, the new ad campaign for Ontario eggs is in the vein of other farmer centred small farm local food movement marketing [Read more…]
The Authentic 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 …
Brand Strategy = Exploration & Commitment
In our last post, we introduced Distility’s big brand strategy secret: At the heart of our approach lies a deep cultivation of the way a team explores and commits to their brand. Based on the quality of the team’s exploration and commitment, they can arrive at four distinct brand strategies: Fragmented …
Use SEO to ruin a good brand name: 3 easy steps
In our first post on SEO and Branding, we explored how the competing demands of search engine optimization (SEO) and brand strategy can make decisions like naming rather difficult. Here is the basic problem: core branding principles tell us that when naming a company or product, go unique or go home. …
Brand Strategy and SEO: The Naming Dilemma
Brand has been an important business tool and concept for more than a century. Search engine optimization (SEO), on the other hand, has been a serious concern for scarcely a dozen years. So what’s the relationship between the two? This is a surprisingly deep question, so we’ll devote a number …
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 …
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 …