Have you ever heard your colleague or a business pundit, like Jason Calacanis, use the term “table stakes” and wondered what they meant? I researched it, and have the answer for you. Table stakes highlight an essential concept in branding: meeting minimum customer expectations.
The author of Shift Ahead speaks with Colin Finkle about the pace of market change and how to keep up. It is easy to think of brands that were once dominant but fell off the map: Sears, Blockbuster, Oldsmobile, etc. It is also easy to play “what if?” What if Read more…
Diamonds and Ferrari’s. Goods and brands that cannot seem to charge enough to lower demand. I was taught the law of demand when I went took economics at Carleton University. If something can be made cheaper, then people will buy more of it. If the price is raised, then people Read more…
Understanding the trends forcing companies to rebrand will help you develop better logos. Logos are a part of our culture, and culture is always in flux. Aesthetic preferences change, things don’t mean what they used to, and perceptions of logos may not be what they once were. Many companies spend Read more…
A complete guide to help business owners and graphic designers develop exterior business signs that stand out. In my decade I have spent helping brands market themselves at retail, I have designed many signs for inside spaces. I understand what makes effective signage. But recently, I had the opportunity to Read more…
Defining Endorsement Marketing and a guide to when / how to use endorsements to build your brand. Endorsements are a large part of marketing. Purportedly 28% of Nike’s enormous marketing budget goes to athletes to secure their endorsements. We see famous faces on the ads and packaging from everything from Read more…
GoPro founder Nick Woodman was an amateur surfer who wanted to “go pro.” Nick Woodman, the founder and now CEO of GoPro, invented the first action camera on a surfing trip to Australia and Indonesia. It was originally only designed to serve the surfer market. Nick wanted to make the Read more…
The Noteworthy Scale: Irrelevant, Mundane, Memorable, Remarkable, and Shareable. Make better decisions on creative to make your brand stand out.
Clients can purchase logos range from free to tens of thousands of dollars. Entrepreneurs can get sticker shock from some professional logo designer’s quotes. The process of arriving at a high quality logo is requires time and talent, and top quality designers are in demand. A well designed logo can really help your company grow it’s revenue and brand.
A Sub-Brand modifies the expectations of a parent brand. Some company’s brand architecture has many sub-brands (eg Hilton) while others have few (eg Coca-Cola)