A vertical branding strategy strives for better products, while horizontal branding strategy pushes for different. Vertical Branding Strategy Horizontal Branding Strategy I visualize it as cartesian access (see below). The vertical access, i.e. the y-axis, Read more…
Zig while others zag. Build a brand while others are looking for a direct response. The advertising industry is all mixed up. We moved or media from print to digital, and in turn, received many Read more…
How bravery in marketing can lead the human moments in which great brands are forged. I often catch myself doing small brand reviews of commercial vehicles while in my own car; mostly small business whose Read more…
An employee should be fired when their speech diminishes a brand’s product. I am not a lawyer, and this is not legal advice. Seek legal help within your jurisdiction to reduce legal risk. We are Read more…
Chadwick Harber, Nichole Rouillac, Grayson Byrd, Mika Becktor and Norio Fujikawa comment on the latest smart speaker designs. Introduction The smart speaker is a new product category defined by having a voice assistant always at Read more…
Trust is changing. Where do brands fit into online reputation systems and blockchain? You may be asking: One of the classic reasons to mind your business’ brand was to gain and maintain trust. No one Read more…
Brand marketing is an approach to communications, sales, product, and service that grows the asset of brand equity. You may be asking: The idea that every company needs a logo is nearly universal. The logo Read more…
Turn a spreadsheet into a creative business name generator, and find the perfect catchy company name. Struggling with how to name a business? Frustrated with online company name generators? We all understand the need for a Read more…
The definition of brand identity (or corporate identity): the collection of designs that represent an organization to customers. You may be asking: Brand Identity is what designers contribute to the brand. As long as there Read more…