The Mighty Morphin Power Rangers characters and Zords were very toyetic. The characters could be made into action figures, and the Zords could be made into transformable vehicles, all of which kids wanted to play with. The modern versions of Yoshi, Mario and Luigi are...
The CEO of MediaScience, a lab studying marketing through neurology, talks with Colin Finkle about bring scientific rigor to branding. Branding happens in the mind; our propensity to track reputations and use our experience with people and organizations to guide our...
How companies use Brand Architecture to organize their brands. ‘What products should be marketed under what brands’ is a curious question. Why is Sprite a distinctly different brand than Coca-Cola? Why does General Motors sell four different mid-sized SUVs...
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...
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...
