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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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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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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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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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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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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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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Branding is no longer a subset of marketing, and in many companies, marketing is now a subset of branding.

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