What does Toyetic mean?

What does Toyetic mean?

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...
Brand Architecture

Brand Architecture

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...
Brand Priming

Brand Priming

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...
What is Brand Equity?

What is Brand Equity?

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...
What is Brand Voice?

What is Brand Voice?

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 copy out there with a disturbing lack of personality and absolutely no brand voice. We are fortunate...
What is Visual Language?

What is Visual Language?

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 what this means? Or why it’s a good thing? Prior to my work in brand strategy, I was an industrial designer for 11 years. I...