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

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As an IBM employee and supplier, I watched the culture of IBM overcome problems and build legends. Company culture is a mighty component of your brand.

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It may surprise some readers that there are still companies today that are driven by manufacturing. These are companies that have mastered a particular production technique, or are very well skilled in an arcane technology. So what does that have to do with branding? Even manufacturing-driven companies are branded, usually by their customer base and [...]

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Still going around the color wheel, we’ve finally come to primary color, red. This is a color of mixed messages and associations. First, red is powerful and aggressive. It tends to dominate other colors in combinations. We all know it’s a warm color. And at its most intense, red is associated with hot. It invokes [...]

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Today’s news: Rupert Murdoch is about to acquire Dow-Jones and the Wall Street Journal. He claims there won’t be any change in the editorial approach or content for the WSJ. OK, I take him at his word. But in the minds of readers and observers, will the Journal lose credibility just because of the association [...]

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The color blue is the most popular color. Corporations have adapted it for it’s power, likability, importance and confidence-building attribute. For branders, blue imparts serenity and harmony in lighter shades, divnity and solidity in darker tones.

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Without doubt, color is a vital element of branding. Except for a powerful brand name, color is the most important branding element, in my opinion, because of the emotional power of color. Color invokes associations and set moods. It may be a “subliminal” element in that most people will not consciously be aware of a [...]

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To me branding is establishing a two-sided relationship by matching the needs of specific market segments with your company core competencies.

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