Branding is no longer a subset of marketing, and in many companies, marketing is now a subset of branding.
Entries Tagged as 'Creativity'
March 31st, 2008 · 1 Comment
November 29th, 2007 · No Comments
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.
October 10th, 2007 · No Comments
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 [...]
August 13th, 2007 · 2 Comments
Still going around the color wheel, weâ€™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 itâ€™s a warm color. And at its most intense, red is associated with hot. It invokes [...]
August 1st, 2007 · 1 Comment
Todayâ€™s news: Rupert Murdoch is about to acquire Dow-Jones and the Wall Street Journal. He claims there wonâ€™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 [...]
June 21st, 2007 · No Comments
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.
April 30th, 2007 · 3 Comments
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 â€œsubliminalâ€ element in that most people will not consciously be aware of a [...]
April 9th, 2007 · 2 Comments
To me branding is establishing a two-sided relationship by matching the needs of specific market segments with your company core competencies.