The Language Of Branding: Brand Promise
February 6, 20082 min
The brand promise is the most important part of a brand’s design.
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Branding Basics - Page 6 of 9 - Branding Strategy Insider
Learn the basics of branding on Branding Strategy Insider. A brand is a source of a promise to its customers. It promises relevant differentiated benefits. It does so not only to place itself into the purchase consideration set, but even more importantly, to be the brand chosen from that purchase consideration set.
The Language Of Branding: Brand Architecture
January 27, 20081 min
Think of Brand Architecture or Brand Structure as a brand’s family tree or its hierarchy.
The 22 Immutable Laws Of Marketing
January 26, 20081 min
In their book The 22 Immutable Laws of Marketing, Jack Trout and Al Ries deliver sage marketing advice as demonstrated by the title of each chapter…
The Importance Of Focus & Differentiation
January 1, 20081 min
The Two Most Important Concepts in Brand Design are focus and differentiation. Let me explain…
Brand Exploration: At The Core
November 16, 20072 min
A Brand is the Personification of a Product, Service or Organization. It Is Also The Source of a Relationship with Customers. Like a Person, It Must Have Human Qualities and Possess a Soul.