The Interbrand report is out and they have identified some trends. Brands that have grown are willing to change business models, put the customer as CEO, and make sure customer value and the brand are at the forefront of the company culture. But the report lacks a broader context, and niche / influencer brands are a growing presence in people's lives.
Jimmy Iovine’s insight about product placement in music videos made Beats by Dre a billion dollar brand. Executive Summary | Abstract | TL;DRJimmy Iovine realized that music videos were the key to reaching younger music Read more…
Brand associations are the mental connections between a brand and people, places, things, and emotions. These associations may turn people to or away from your brand. Being mindful and strategic about them will build brand equity efficiently.
Most time spent on the internet is in a handful of sites: Facebook, Amazon, Google, Reddit, Instagram, and others. These sites are getting less and less likely to link off to independent websites. Take steps to insulate your brand from these trends.
Envisioning the perfect experience for your customers so you can enable viral growth. Imagine a 1 star, 3 star, 5 star experience, then go beyond to 7 star, 9 star and even 11-star. Going to the extreme is fun and will make the easier answers seem more attainable.
Finding a novel, short, impactful name that is in the intersection of personal care and the snowboard / ski lifestyle. We use the Multiply Method to generate hundreds of brand names, and eliminate all to arrive at an amazing name that comes with a 7-letter domain name!
For the launch of the iPhone Xs and iPhone Xr launches, we list ten things Apple changed forever. The iPhone was a real innovation. My litmus test for innovation is whether all of the products Read more…
A bad logo can inhibit a good organization. A logo is intended to be a mental shortcut to past experiences with a brand, hopefully bringing up good feelings. A good logo is distinct, and not generic. A good logo is simple, and not complex. A good logo is appropriate, and not awkward. A good logo is striking, and not bland. A good logo is legally protectable, and not indefensible.
A strategy is the best position for success, and tactics are how you plan to get from where you are to that ideal strategic position. How do you create a plan to build a lifestyle brand? Work backward. You may not have the domain knowledge to know every step. Ask your suppliers and hire consultants. Write action-oriented steps; resources and timing will come later. This can be overwhelming work so take your time.
Photoshop document to quickly design profile pictures and covers for Facebook, Instagram, Twitter, LinkedIn, Tumblr, Google+, YouTube and Medium.
An Excel worksheet to generate a creative company name using BMB’s Multiply Method with far less work. Free or with a donation.