Uber’s New Identity Exposes Brand Weakness
February 24, 20164 min
Good news this week for the world’s taxi drivers. Suddenly after months of aggressive market expansion Uber looks vulnerable and all of it is self-inflicted.
NEW THINKING
HomeCategory
Brand Identity - Page 3 of 7 - Branding Strategy Insider
At the basic level, corporate and brand identity programs are an expression and reflection of the brand’s culture, character, personality, and the products and services offered–inspiring trust with consumers, customers, employees, suppliers and the investment community.
Facing Resistance To Brand Identity Management
September 29, 20145 min
Pitch a new brand identity system to almost any large company with multiple divisions and inevitably someone will plead to be an exception to the new rules. This is particularly true where brands or divisions have had their own identity in the past. Attempts to consolidate a myriad of “brands” into a consistent brand identity system or to replace a whole portfolio of marques with a single power brand will be met with varying volumes...
The Vital Difference Between Brand And Identity
December 30, 20132 min
Are there such things as brands in much of the Government sector? I don’t think there are. That’s a good thing. And here’s why.
Visual Identity For 21st Century Brands
June 18, 20133 min
Somewhere along the line, the word “branding” got mixed up with “logo”. While it’s an established fact that brands are far more than logos, it seems that creating visual identities with rich emotional character and authentic connection still eludes many marketers. For many marketers, the discipline of creating visual identity has been reduced to mere decoration.
Brand Identity Defined
August 15, 20128 min
In The Great Gatsby, F. Scott Fitzgerald writes, “Personality is an unbroken series of successful gestures.” Similarly, a brand is the result of an unbroken series of consistent gestures, encompassing both what it does and how it does it.