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Entries Tagged as 'Branding'

Good Taglines are NOT Platitudes.

September 17th, 2013 · No Comments

Whether you call them taglines, slogans, or positioning statements, they are almost mandatory for today’s brand. These five-to-eight-word phrases are supposed to differentiate your business, product or service from your competition. But just as often, they just state the obvious. Or even worse, they cause confusion. Here’s one way to evaluate a tagline. After hearing […]

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Tags: Branding · Tagline Creation

Brand vs Bland

May 20th, 2011 · 4 Comments

Branding can be game-changing for a corporation. Several years ago I bashed UPS for their “What Can Brown Do for You?” campaign. I thought it was vacuous and certainly did not position UPS in the field of FedEx and DHL. What’s more, just like the color, the slogan and the idea behind it were bland. […]

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Tags: Branding · Positioning

What is branding? Apparently, anything you want it to be.

May 13th, 2011 · 1 Comment

That’s what I conclude as I peruse the discussion, “In one sentence, what is branding?” started 14-months ago in the Branding Professionals group of Linked-In. People have been adding to it ever since. It will not die. So far, 333 comments have been added. Not all offer a definition. Some just scoff at the idea […]

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Tags: Branding

Brand Management – where should it reside?

August 9th, 2009 · 2 Comments

I believe in today’s environment that branding should be a strategic process. For either a product or a company, the idea of branding for the short term means tactics that does not usually serve the brand well.

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Tags: Branding

Brand icon should be relevant

May 28th, 2008 · No Comments

In the American Express commercial featuring Ellen DeGeneres on a movie lot, there’s a man costumed as a Roman centurion who triggers Ellen’s memory: call American Express for concert tickets.

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Tags: Branding

$25,000 logo junked.

April 29th, 2008 · 2 Comments

This is a true story. A new logo created by one of England’s top design studios for the Office of Government Commerce (OGC), a department of Briton’s Treasury. It was approved by execs and managers and then introduced with fanfare and brand new pens and mousepads to the employees. Only then had anyone thought to […]

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Tags: Branding

Brands that make me scoff – Toyota Matrix

April 9th, 2008 · 2 Comments

Today I’m calling out Toyota and their bad Matrix model. I’m using “bad” in its original context – I don’t mean it’s, you know, good.

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Tags: Branding · Tagline Creation

Branding a motel chain

April 7th, 2008 · No Comments

No one seems to be doing a great job at it. Someone could step up and take a leadership roll in this category, but I’ve a feeling no one will.

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Tags: Branding