Branding
Typecasting and Brand Architecture
Human beings are natural categorizers. Brand architecture is how a brand satisfies our need to sort.
Monday, June 18, 2012
Advertising
The Hunt for Real Creativity in Advertising
It has never been more important for advertisers and brands to consider the story they want to tell consumers. The answer is not in the ads.
Monday, May 14, 2012
Insights in Your Inbox
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Branding
Great Brand Experiences Change Behavior
The best brand experiences compel consumers to behave in specific ways.
Wednesday, April 25, 2012
Branding
What Avon Can Learn from Instagram
Avon just hired a new CEO to reverse an ongoing decline in sales. Her best advice might come from some unlikely digital sources.
Tuesday, April 10, 2012
Brand Real
Stuck on You
The real value of a brand isn't how much it is liked by people. It's how much people feel the brand is like them.
Saturday, March 31, 2012
Storytelling
The 2 Critical Story Skills They Don't Teach in School
Storytelling is ingrained in the human psyche, yet we do very little to teach our children to tell stories or to find them in the world.
Tuesday, March 20, 2012
Links
What If Hipsters Designed Brand Logos?
Life in the hipster branding world is a sea of ironic ubiquity.
Monday, March 19, 2012
Branding
Leading a Brand
A new study finds that transformational and transactional leadership is better for long-term brand health.
Saturday, March 17, 2012
Branding
Dollar Shave Club, Part II
Dollar Shave Club is an excellent example of <em>Brand Real</em>. It marries a credible promise to a compelling experience.
Wednesday, March 14, 2012
Branding
The Folly of Standing Out Before Standing Up
Authenticity and service-delivery are the gold standards by which brands are judged. The outdated premise of standing out first comes with a lot of baggage.
Wednesday, March 7, 2012
Boy Scout by Norman Rockwell
Branding
Scout's Honor
There are many words used to describe a brand's platform. But one word is often conspicuously missing.