People who work in marketing do not, fundamentally, have the most beloved of professions. From Bill Hicks’ legendary “If anyone here is in advertising or marketing, kill yourselves” routine to your parents who have tell their neighbours that you’re in jail to avoid having to say what you actually do for a living, this is … Read More.
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Keywords for Your Brand’s Position
With your Brand’s history complete for the brand book, it’s time to start distilling the keywords for your brand. If you haven’t done this exercise yet, a Word Cloud is an excellent way to tease them out.
Identify Keywords for the Brand Book
Copy the text you wrote for the brand book on the history of your … Read More.
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Finding Brand Blog
Start at the Beginning of the Brand Book
As I mentioned in the last post, we’re going to be building our sample Brand Book on the Rubber Duckie Brand. The reasons for choosing this brand over any other are varied, but include being a “duck,” not having vigilant brand guardians searching the web for every unauthorized mention, and being both iconic and well-known. … Read More.
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Service. Community. Value. Substance.
I was watching this exceptional TedxPennQuarter video by David Armano and David flashed a slide up that said:
Service. Community. Value. Substance.
While David was actually talking about social communities the reality is he also published the recipe for creating an amazing brand and a successful business. If you can find a way to stand for service, be engaged in your … Read More.
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Finding Brand Blog
Unexpected Branding Opportunities
In any business there are the expected branding opportunities, television commercials, radio, signs in the store, and even employee shirts. But there are a number of unexpected branding opportunities that give you an opportunity to make your brand stand out.
The first thing to consider is what your brand manifesto requires. Is it fun, innovative, brash, friendly, … Read More.
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Finding Brand Blog