Saul Bass created many great logos for clients such as AT&T, Minolta, Warner Bros, Girl Scouts of America, Kleenex, Continental Airlines (circa 1968), United Way, United Airlines and Rockwell International to name just a few.
NEW THINKING
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Guest Author, Author at Branding Strategy Insider - Page 3 of 22
Now is the time of the year when every marketer should well reflect on the achievements of the past year and holistically examine what the New Year is going to mean for marketing, branding, and business.
Hyperaware companies are less likely to be taken by surprise. They are also harder to disrupt because they can sense their own vulnerabilities and adjust their business models and processes accordingly. For example, hyperaware companies understand when their customers are disgruntled and why. They can also zero in on what customers truly value about their products.
Sand castle construction and brand building have a lot in common. If the foundation isn’t solid, it doesn’t matter how strong the structure is. It’s going to fail.
A marketing professional might answer the question “How do you value a brand?” by using surveys, market share, and other metrics to measure what marketers call brand equity—a concept linked to financial value.