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 […]
Entries Tagged as 'Branding'
September 17th, 2013 · No Comments
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. […]
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 […]
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.
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.
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 […]
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.
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.