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...
Why It’s Crucial to Keep Your Brand Consistent Consider your logo design. At a minimum, the logo lives on your business cards, brand collateral, and website. That means your logo needs to be scalable and legible across all three of these touchpoints. This...
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...
The power of brands can seem mysterious; why does the mention Nike have so much more influence than a lesser-known brand? How do we manage our brands to have that power? I wonder that all the time, and you may too. One of the reasons branding works is because of brand...
Many brands find themselves at a point where they have achieved some success with their line of products, and they are feeling pressure from investors and business partners to keep growing. The solution seems to be launching more products similar to their successful...
There are some brand names you recognize the minute you hear them. Creating a well-known brand isn’t only for large corporations. You can probably think of at least one lawyer in your area right now because they’ve branded themselves in an interesting way, e.g., Joe...
Brand Equity: the portion a company’s value attributable to its brand(s). I have always been interested in why some brands are loved so much that they have a cult following, like Apple, and why people are willing to trade a small fortune to be part of a...
