Author: Colin Finkle
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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…
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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.
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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…
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The Power Of Branding
The effect of branding is powerful, or nearly every company would not feel the need to have a name and a logo. The power of branding is to influence actions; a strong brand can lubricate the process of asking for purchases, likes, shares, donations, or whatever action a business desires. This is because of our…
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Typography in Brand Guides: How 17 Brands Use Fonts
Consistent use of fonts is important for brands. Here are the best practices for typography pages in brand guidelines with 17 examples from big brands.
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11 Examples of Brand Essence
Eleven examples of brands with a clear, unique and powerful Brand Essence. I often get subtle eye roles from the decision makers for the brands I work with when I ask questions like: “if your brand were a car, what make would it be?” The men and women in my office are probably thinking: “dude,…
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Rhonda Merchant. Bring marketing ideas to recruiting.
Colin Finkle speaks with Rhonda Merchant, Director of Talent Acquisition at Main Event. How tapping into a consumer rebrand reduced hiring costs and turnover.
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Is Athleta and Lululemon the same company?
Athleta and Lululemon Athletica are different companies. Athleta is a brand owned by Gap Inc., and Lululemon is an independent, publicly traded company. It is not surprising that they get mixed up for each other. They are both activewear companies known for their products for women; both are known for their leggings. Both enjoy a…
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What does the “DC” stand for in DC Shoes?
The “DC” in DC Shoes stands for Droors Clothing. The official story is that D and C were the first names of the first skaters sponsored by the company, Danny Way and Colin McKay. This is because Droors Clothing, now defunct, was spun out of DC Shoes and they had to cut any ties with…
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Private Label Brands: Inside the Boardroom Deals
An inside look the deals between manufacturers and retailers involving brands. Private labels have been a constant part of my decade of experience in retail marketing. Most of the brands I worked with were all owned by manufacturers and some were owned by distributors. The manufacturers were making, marketing, and selling their own brands while…