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The Lexus Hoverboard Is Brand Positioning Incarnate

In Branding News by Axle DavidsLeave a Comment

The Internet has recently been aflame with video content from the Lexus marketing department, showcasing a steaming, boardlike object, made of futuristic carbon fibre and woodgrain, floating inches above a sun bleached skate ramp somewhere in Barcelona. “It’s a Hoverboard, and It’s Real” Exclaims the Internet  It takes a second …

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What Is the Hybrid Brand Architecture?

In Building a Brand by Axle DavidsLeave a Comment

The hybrid brand architecture is a mixture of two or more brand architectures: masterbrand, sub-brand, endorser brand and freestanding brand. It is typically used when a firm is changing brand architectures, or acquiring existing brands through mergers or acquisitions. In such cases, the firm has to preserve older product names and …

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Brand Reveal Musts

In Branding Evaluation by Axle DavidsLeave a Comment

When you go through a rebranding, there’s a lot to keep track of. First there’s strategy. Then there are systems – the consistent visual and verbal expression of your strategy. Even at their most efficient, these two critical phases take months. And in the midst of this work, it can …

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Jack.org Rebrands for the Future With Distility

In Building a Brand by Axle DavidsLeave a Comment

Earlier this year, mental health charity Jack.org – formerly The Jack Project – launched their bright new brand. We at Distility had the pleasure of developing it. The process involved renaming, brand architecture and an interactive brand analysis initiative, wherein we engaged the organization’s youth-based online community for insights into …