Brand Management

It's time to rebrand

4 Reasons to Consider Rebranding Your Company

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Brand matters to the success of every B2B organization. A strong brand has the power to help you win in a competitive marketplace. It’s more than a logo or tagline. It’s a strategic business asset—a reason your customers look beyond price to choose you over your competitors. Strong brands can drive billions in market capitalization.

So how do you know when it’s time to breathe new life into your brand?  Here are 4 situations when a rebranding strategy might be in your best interest.

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declaration of independence brand mythology

The Founding Fathers: The Originators of the Brand Mythology

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As we ready our “out of office” auto-replies and mentally prepare for a day of star-spangled awesomeness, let’s take a few minutes to recognize a curious fact about the Declaration of Independence. Unbeknownst to its author, Thomas Jefferson (perhaps the greatest copywriter of his time), the Declaration wasn’t just the coming-out announcement of the United States of America as a new nation; it was also the first brand mythology. Read More

B2B Brand Identity: Why Mythology Matters

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If I were to tell you that a brand voice and personality were a part of creating a meaningful brand identity, you would probably nod in agreement and say, “Of course, I learned that in Marketing 101.” But if I were to tell you that mythology was an integral piece of B2B branding, you may look at me as if I had a few screws loose.

But, believe me, my head is on straight. Brand mythology is important—and here’s why. Read More

How a Brand is Like a Promise

By | Brand Management | One Comment

Equating a brand to a promise feels like we’re dangerously close to “Hallmark movie” territory. Rest assured that you won’t be needing a box of tissues to dab your eyes, unless talking about brands and brand identities also gets you a little worked up (hey, we’re passionate about what we do here!).

Back to the topic at hand: brands and promises. A brand is more than just a logo and a clever tagline. It’s also more than the associations consumers have. Your brand is the promise you make to your prospects and customers, and the strength of your brand is built on how consistently you deliver on that promise. Read More