Marketing and branding providers like Distility will recommend all kinds of solutions. But what do you need?
The Hidden Cost of Brand Strategy
Price vs. Cost In our last blog post, What Should You Pay for Branding? we gave a high level overview of the price tag you might find attached to a complete branding project: brand analysis, brand strategy, and brand systems. But beyond price, there is cost – the all-in accounting …
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…]
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 Problem with Branding Experts
In the world of brand marketing, experts are everywhere. Branding agencies build their businesses on their expertise, and create proprietary jargon and brand models to bolster their credibility. But experts are often the exact opposite of what you need when you want to find your authentic brand.
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 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 …
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 …