Understand the terms marketers use when discussing brands. These will not only teach you the language but give you a better perspective on brand marketing.
one that could easily be made into a marketable toy. A character, object, or vehicle with a manufacturable shape and kids want to play with. Toyetic things can come from movies, cartoons, shows, books, comic books, and video games.
Brand Architecture is how businesses organize their offerings into brands for the customers. This article dives into examples from Coca-Cola and Honda.
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… Read More »Brand Priming
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… Read More »What is Brand Equity?
Understanding Brand Voice and the 4 steps you need to take to communicate with a consistent personality. Editor’s note: There is an over-abundance of marketing… Read More »What is Brand Voice?
Designers and brand managers are told that a consistency of design is important for the brand they are working with. But do we really know… Read More »What is Visual Language?
If you pay to advertise your brand, then you are trying to make it easier for your brand to sell products in the future. What… Read More »What does Brand Safety mean?
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.
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… Read More »What is a Veblen Good?
Defining Endorsement Marketing and a guide to when / how to use endorsements to build your brand. Endorsements are a large part of marketing. Purportedly… Read More »Endorsements in Marketing