Pepsi is taking steps to build its brand. According to a May, 2012 Advertising Age article, Pepsi has fallen from its place as the number 2 soda to become number 3 (behind Coke and Diet Coke), and has seen its market share fall by 0.3% and a sales volume fall …
What Makes a Slogan Memorable?
A good slogan (also known as a good tagline) is a cornerstone of an enduring brand. To be good, a slogan needs to be memorable. An important aspect of branding is to ensure your brand is remembered by your target customers and customers. A recent Cornell University research paper provides …
What Makes a Good Tagline?
It’s no secret that a good tagline or slogan can be a cornerstone of an enduring brand. At Distility, we believe that a concise, elegantly-crafted tagline can drive home the value of a brand. But coming up with the perfect one-liner is no walk in the park. There’s lots to …
The Ikea Brand: A New TV Brand Category Competitor
Your competition is all the other solutions that are vying to resolve your customer’s needs. An important part of defending your brand’s ability to compete is to think about your competition and how they are vying to solve your customers’ needs. However, if both you and your established competition are …
When Is It Time to Redo Your Brand’s Website?
It is a reality of the digital age that customers, leads, prospective employees, vendors and other stakeholders will assess your brand based on your brand’s website. Not having a website at all leaves the impression that you are a fresh start-up or potentially fly-by-night risk; for an established brands, the …
Inbound Marketing Step 2: Be Clear on Your Audience
Inbound marketing is a brand marketing strategy that focuses on having customers and potential customers find you. This blog post is the second in our series of posts designed to help you progress from inbound marketing wannabe to your brand’s inbound marketing hero. The first post “Is Your Brand Ready …
Logo Design Is a Waste of Space
Logo + Wordmark – What’s the Difference? At Distility, we design wordmarks, not logos. A logo is a graphic symbol which represents a brand. A wordmark is a text-only typographic representation which is built from the letters in the brand name. Three Reasons Why Wordmarks Are Part of Pragmatic Brand Marketing We …
The Minimum Viable Brand
Minimum Viable Brand Requirements Through our technology clients, we were fortunate to have had early exposure to the new wave of programming that began about a decade ago and prominently features the concept of the “minimum viable product”. A minimum viable product only has the features that allow the product …
Should Brand Strategy be Actual or Aspirational?
During our Distiliy 1day1brand events, participants ask: “When we are developing our brand strategy today, should we be thinking of the brand we are now? Or the brand we aspire to be?” For instance, one client has a multimillion dollar capitol project that won’t be completed for three years. Should …
Tim Hortons Branding: Sizing Up the Customer Experience
Canadians love coffee. Coffee is the #1 beverage for adults in Canada. The average Canadian drinks almost 50% more coffee than their U.S. neighbours. Most Canadians also love Tim Hortons. It is arguably Canada’s most beloved brand. Tim Hortons has built its brand on a well executed brand strategy. Tim …