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… Read More »What is Brand Equity?
Branding Definitions
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.
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… Read More »What is Brand Voice?
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… Read More »What is Visual Language?
What does Brand Safety mean?
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?
What are Table Stakes in Business?
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.
What is a Veblen Good?
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?
Endorsements in Marketing
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
What is vertical branding? What is horizontal branding?
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?
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 statement and show you examples from big brands.
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 expect from the brand.