Brand Marketing Blog

Helping you to build your brand and grow brand equity.

  • What is Direct Response Marketing?

    What is Direct Response Marketing?

    Direct Response Marketing is advertising and other communications designed to prompt an action (usually a purchase) with a call to action.

  • What is Brand Marketing?

    What is Brand Marketing?

    Brand marketing is an approach to communications, sales, products, and services that grows the asset of brand equity. This post was originally published on May 12, 2018 and was significantly rewritten on June 10, 2023. Starting a business or a career in marketing can be both exciting and daunting. One of the challenges is understanding…

  • What does Toyetic mean?

    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.

  • Dr. Duane Varan Interview

    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

  • Brand Architecture

    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.

  • Joshua Doty Interview

    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…

  • Brand Consistency

    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.

  • Branded Design Features

    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…

  • Brand Priming

    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…

  • Line Extension Examples

    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…