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Brand Management

4 Reasons to Consider Rebranding Your Company

By | Brand Management | No Comments

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

When is it Time for a Brand Refresh?

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Some companies give their brand a little aesthetic update every few years or so — often for no other reason than to show they are in step with the changing times. (Is it just us, or does the Doritos logo change every time we buy a bag?)

While a new logo technically qualifies as a refresh, we’re talking about a brand refresh in terms of a total brand overhaul — a name change, new positioning strategy, new aesthetic, or all three. Companies rebrand for a variety of reasons. Some are more obvious than others (i.e. following a PR disaster of epic proportions) and some seem to follow the whims of overzealous marketing folks.

So, how do you know when it’s the right time for a brand refresh? If your organization is facing the five scenarios listed below, it’s definitely worth considering. 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

To Rebrand or Not to Rebrand?

By | Brand Management | 2 Comments

Starbucks made waves across the web last week when (via an announcement and video on their corporate website) they unveiled an updated brand identity. The general public and advertising world was abuzz almost immediately, voicing their opinions of approval or disapproval on their blogs, personal Facebook pages and even on the official Starbucks fan page on Facebook. As marketers, we found this story interesting and relevant for a number of reasons. Read More