One in a series of blogs concerning baranding basics. This entry: how to build a brand platform.

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Fourth in a series of basic branding steps for entrepreneurs who want to “Brand Smart from the Start”. This post speaks of differentiating you from competitors.

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Positioning is the third step in developing a brand. It relies on research to identify attributes important to the market, and how competition is delivering on those attributes.

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There are several situations that require a brand manager to review and reevaluate the brand. Quite often this is an activity dictated by an unexpected event or circumstance which intuitively calls for the review. These often occur because of competitive activity, particularly when inytroducing a technologically superior product. The event may also be something as [...]

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Number 2 in a series for entrepreneurs on establishing their brand from the beginning: Brand Smart from the Start

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As a branding consultant for smaller businesses, I’ve found it beneficial to assume my first-time clients lack knowledge of branding and of the branding process. This may sound presumptuous, but even those with some half-formed opinions (a little knowledge is…) find it helpful when we begin with a “back to basics” approach. I call this [...]

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Let’s say you’ve invented a new product that will require tons of capital to bring to market.

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Your brand platform and your branding strategy should dictate which. We all know Proctor and Gamble emphasizes product brands. Tide and Crest and Pringles stand on their own. As they say in hi-tech, the company is “transparent” to the consumer. During my time at IBM, we didn’t brand the products as such, we just named [...]

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