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)
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?
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
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
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.
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.
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.