For those that live in the trenches of brand warfare, Ford’s recent response to Cadillac’s repulsive “Poolside” advertising campaign is golden. It clearly indicates the power that brand positioning can have when used to its fullest. Cadillac’s Poolside: A Quick Recap Poolside features actor Neal McDonough extolling workaholism, consumerism and …
Creative Work Suffers When You’re Too Precious
“They called it fluff!” Creating or marketing brands means promoting and demoting ideas everyday. When you’re delivering creative work to a client, they need to see nothing less than concepts you and your team firmly believe in. But sometimes, something happens between that first client meeting and the presentation of …
Distility Brand Strategy Fundamentals eLearning Available Now
It is our pleasure to announce that our new eLearning course, Distility Brand Strategy Fundamentals, has officially launched. This is another big milestone for the Distility team. With Distility Brand Strategy Fundamentals, it is our goal to help brand marketers and designers add even more value to their work. Our …
Brand Copywriting: What Is Your Brand’s Voice?
Copywriting is your brand’s way of speaking to your customer. Think of your organization’s copy as a verbal version of a logo or colour palette. Just like these visual elements, the text you use in your touchpoints needs to have a consistent feel, underpinned by a clear strategy. It doesn’t …
New Video: Business Tips for a Consistent Brand
Small and midsize businesses can benefit from creating a consistent brand experience. That starts with having a well thought-out brand strategy — a brand promise, position and personality — that wins space in the customer’s mind. But when business leaders don’t take the extra steps to ensure that their brand …
Distility Featured in The Globe and Mail
We’re excited to say that a recent edition of The Globe and Mail features Distility founder and CEO Axle Davids in a piece on the process of branding. Found in the Report on Business section, the article makes mention of several key points to keep in mind when creating or …
Brand Strategy Informs Your Content Marketing Strategy
Recently, we had the pleasure of working on a client project that involved the creation of both a brand strategy and content marketing strategy. It is extremely exciting to witness how strongly a well-defined brand strategy works to focus the creation of a knowledge-driven content marketing plan. The first step …
Lance Armstrong Livestrong: the Story of a Broken Brand
Here at Distility, we are fans of Lance Armstrong. He is a champion cyclist, a cancer survivor, and he has used his celebrity to create the Livestrong Foundation and support millions in their battle against cancer. But now his brand is taking heavy damage. On Thursday August 23rd, 2012, the …
Minimum Viable Social Media Plan
It’s no secret that social media has become a common marketing tool for brands to engage with their target audiences. But with the rise of social media marketing, many people have developed conflicting opinions about the ability of recent graduates to drive an organization’s social media efforts. Brands and Social …
Branding: The Importance of Build-In
Many branding agencies and marketing agencies discuss the importance of buy-in. Successful branding is built on commitment by your organization to consistent use of the visual and verbal systems representing your brand, including your brand name, slogan or tagline, symbols, colours, images, and fonts. Branding Beyond Buy-In: Build-In Branding agencies, …