When To Reposition Your Brand
February 7, 20121 min
Brand repositioning is necessary when one or more of the following eight conditions exist:
NEW THINKING
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February 2012 - Page 4 of 5 - Branding Strategy Insider
How To Transform An Under-Performing Brand
February 6, 20124 min
Once the decision has been made to continue to invest in an under-performing brand, brand owners will be faced with a new set of challenges completely foreign to them. The temptation is always to do more of what got you there. That rarely works when brands face reinvention.
Logo Design Requirements
February 5, 20122 min
A brand’s identity is a combination of visual, auditory, and other sensory components that create recognition, aid in memory encoding and decoding, represent the brand promise, provide differentiation, create communications synergy, and are proprietary. The logo is one key component. Here is what The Blake Project looks for when we evaluate logo design:
Brand Tagline Requirements
February 4, 20122 min
In definitive global research, The Conference Board has found the development and consistent use of a tagline to be a key factor in brand strategy success.
Brand Positioning With Consumer Research
February 3, 20123 min
We have worked with a variety of clients over the years, from Fortune 100 companies to new venture start-ups. They have ranged from very entrepreneurial, risk taking organizations to very cautious, mature organizations. And, they have ranged significantly regarding their interest in and ability to invest in consumer insight through marketing research.