Examples of Successful Sub-Brands
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)
Colin Finkle
Colin Finkle is a brand marketer and designer with ten years of experience helping Fortune 500 companies tell their story at retail. You can see his work at ColinFinkle.com
What is vertical branding? What is horizontal branding?
A vertical branding strategy pushes for objectively better products, while horizontal branding strategy is okay with being different. When I do brand strategy consulting, I… Read More »What is vertical branding? What is horizontal branding?
Your Customer Contact List Is Your Most Valuable Asset
An organized list of your customers phone number, email addresses, or mailing addresses makes your business more robust, efficient, and valuable. If you are a… Read More »Your Customer Contact List Is Your Most Valuable Asset
Framing Effect in Marketing and Advertising
How a piece of information is framed can make it more or less effective at changing behavior. I assumed, as you might have, that the… Read More »Framing Effect in Marketing and Advertising
How To Structure a Blog Post
This is the the blog post structure that Google likes and readers love. I have written the content for over three hundred blog posts, and… Read More »How To Structure a Blog Post
Beyond Meat brand profile
No more mystery for the plant-meat brand. The science, history, marketing and future of Beyond Meat. If I could be known as anything, it would… Read More »Beyond Meat brand profile
Brand Extension Examples
Good examples of brand extensions make for a better strategic position. Bad ones are ugly. We detail examples of brand extensions from Apple, Callaway, Ferrari, Google, Snoop Dogg, Fender, and Cosmopolitan.
Brand Promise
When a customer sees a brand, it is meaningful because of the promise that is implied. If I see Starbucks on a building, I am promised that great coffee and a cozy environment is inside. A brand promise is not a tag line or value proposition. We show you how to write a brand promise statement and show you examples from big brands.
47 Free and Effective Ways to Promote a Local Business
Not promoting is the biggest mistake small businesses consistently make. We teach small business owners about impressions, channels and target audience to help them choose the best promo opportunities. We give 47 ideas to effectively promote your business with little to no money.
Co-Branding
More than the sum of their parts; brands can collaborate for great success (or disaster!) Co-branding can be great when two brands come together to make a product that neither brand would be able to pull off alone. But they fail when the new product is out of the scope of what customers could reasonably expect from the brand.