View Post

Choosing a Brand Personality

In Building a Brand by Distility1436 Comments

You Don’t Want Your Brand to be Cold and Lifeless – You Want it to Have Personality Imagine your company as an actual person that your target audience is meeting for the first time. What first impression do you want to make on your target audience? Here, your answer shouldn’t …

View Post

Why Mission Statements are Dumb

In Branding Evaluation by Distility2847 Comments

The reason so many mission statements are dumb is because the idea that every company needs one is dumb. There are some organizations that need to decide who they are, why they are here, and what they do. Salt of the earth stuff. For them mission statements make sense. Some …

Branding Innovation – Community Survey

In Branding Evaluation by Distility2877 Comments

  [go straight to survey] We here at Distility need your help. Tell us what you want to learn about branding and innovation by answering two to three super quick questions. We’ll use your answers to tailor our blog, tweets, and seminars for the MaRS Community, and eventually for the world.

View Post

Brand Positioning – The Droid Problem

In Branding Evaluation by Distility2760 Comments

With their “Droid Does” campaign, Motorolla is using the “Repositioning the Competition” strategy, using the iPhone’s entrenched brand status as the way to get sticky in our minds. It is the same strategy used when Avis fought Hertz with their classic ““We’re number two. We try harder” brand strategy. Key …

View Post

Customers are the Brand

In Building a Brand by Distility2 Comments

This is the first time I’ve heard of Graham Brown. But it won’t be the last. We’re now following @GrahamDBrown on Twitter. He’s a Brit from the other side of the pond. Works for Mobile Youth TV. Graham does an exceptional job of highlighting how the traditional advertising companies are – for …

View Post

Positioning – Much Abused, How to Use

In Building a Brand by Distility2655 Comments

Positioning – Much Abused. How to Use. Sales Guy #1: So What’s Your Positioning? sales Guy #2: We’re a global leading manufacturer of rubber chickens. Ouch. Poor Positioning. She is so misunderstood. Maybe even the most abused term in Marketing. Here’s the bottom line. Positioning needs to be relative to …