Given the opportunity, it would be great if you could define your competition. That is, to plant negatives that resonate with the customer and allow you to own that space. That’s exactly what Donald Trump has done with his adversaries. When he called […]
When you listen to the popular media and the topic of branding comes up, they are more times than not discussing consumer brands. Even if they do mention a business brand they often compare it to a consumer brand. Over all I believe that […]
If you know anything about branding you have to know that it exists whether you desire it or not. From its inception, a brand grows and develops. At every touch-point, your brand is evolving. It changes according to its culture and values. It reacts […]
I ran into an acquaintance yesterday and we got to talking about business. He made the comment, “It’s important to look big – don’t you think?”
It’s an interesting question. In our culture we equate big with success. Big houses, big cars and trucks, […]
Let’s start with the assumption that you’ve done your homework and you’ve established a competitive strategy based on differentiation. Now here’s where we go next.
1. Develop a logo that inspires your audience adopting a palette that sets you apart.
2. Use the corporate palette through […]