Brand Marketing Blog

Latest Articles

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  What does Toyetic mean?
  one that could easily be made into a marketable toy. A character, object, or vehicle with a manufacturable shape and kids want to play with. Toyetic things can come from movies, cartoons, shows, books, comic books, and video games.
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  Dr. Duane Varan Interview
  Colin Finkle interviews Dr. Duane Varan and discusses what is happening neurologically with trusted brands, brand associations, and new advertising technologies
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  Brand Architecture
  Brand Architecture is how businesses organize their offerings into brands for the customers. This article dives into examples from Coca-Cola and Honda.
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  Joshua Doty Interview
  Joshua Doty and Colin Finkle discuss how brand consistency is essential if an organization wants to connect with people. Inconsistent brands fail to build value and make an impression on their customers, and a brand that is all over the place reflects poorly on the products it sells. Brands that maintain a high level of […]
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  Brand Consistency
  Brand consistency is maintaining a uniform presentation. Your brand will be more valuable consistent, and how inconsistency hurts your brand. Nike, Apple and Coca-Cola maintain consistency.
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  Branded Design Features
  Details added in by product designers that define the brand. Have you ever seen a product from afar and just knew: “Oh yeah, that is a Brand-X product.” Yet, there are some brands whose products look like they could be from entirely different companies. As an industrial designer, I appreciate the details I see other […]
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  Brand Priming
  The power of brands can seem mysterious; why does the mention Nike have so much more influence than a lesser-known brand? How do we manage our brands to have that power? I wonder that all the time, and you may too. One of the reasons branding works is because of brand priming. Pairing the brand […]
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  Line Extension Examples
  Many brands find themselves at a point where they have achieved some success with their line of products, and they are feeling pressure from investors and business partners to keep growing. The solution seems to be launching more products similar to their successful product. But 80% of new product launches fail!  Therefore, many brands choose […]
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  Making a Brand Memorable & Recognizable
  There are some brand names you recognize the minute you hear them. Creating a well-known brand isn’t only for large corporations. You can probably think of at least one lawyer in your area right now because they’ve branded themselves in an interesting way, e.g., Joe “The Hammer” Harabi, attorney at law!  A smart and unique […]
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  What is Brand Equity?
  Brand Equity: the portion a company’s value attributable to its brand(s). I have always been interested in why some brands are loved so much that they have a cult following, like Apple, and why people are willing to trade a small fortune to be part of a brand, like Ferrari. These brands are so awesome because […]