Category: Blog
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Athleta history & brand profile
Athleta is a brand of women’s activewear. They make clothing that women are comfortable to be active in through both the fit and style of the garments as well as their empowering message: “The Power of She.” Athleta was founded in 1998 in Petaluma, CA. The brand was purchased by Gap for $150 million in…
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Beats By Dre: A Lifestyle Brand Case Study
Jimmy Iovine’s insight about product placement in music videos made Beats by Dre a billion dollar brand. Executive Summary | Abstract | TL;DR Jimmy Iovine realized that music videos were the key to reaching younger music listeners. He founded Beats with Dr. Dre to bring the emotion back to music by bringing back sound quality.…
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What is a Brand Association?
Brand associations are the mental connections between a brand and people, places, things, and emotions. These associations may turn people to or away from your brand. Being mindful and strategic about them will build brand equity efficiently.
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11 Star Exercise: The Key to Word Of Mouth Marketing
Envisioning the perfect experience for your customers so you can enable viral growth. Imagine a 1 star, 3 star, 5 star experience, then go beyond to 7 star, 9 star and even 11-star. Going to the extreme is fun and will make the easier answers seem more attainable.
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Generating a Company Name That Fits The Ski Lifestyle
Finding a novel, short, impactful name that is in the intersection of personal care and the snowboard / ski lifestyle. We use the Multiply Method to generate hundreds of brand names, and eliminate all to arrive at an amazing name that comes with a 7-letter domain name!
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What makes a good logo?
A bad logo can inhibit a good organization. A logo is intended to be a mental shortcut to past experiences with a brand, hopefully bringing up good feelings. A good logo is distinct, and not generic. A good logo is simple, and not complex. A good logo is appropriate, and not awkward. A good logo…
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What Your Logo Font Says About Your Brand
A professional designer talks about what the font in a logo says about the brand. Fonts are magic. They can play with our emotions and affect how we feel about the words that they represent. Have you ever had someone send you an email in all caps? It feels like they are yelling. The content…
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Middleman or Intermediary
Intermediation, or letting other businesses get in the way of customers, can build a brand but put it in a poor strategic position. Executive Summary | Abstract | TL;DR A middleman or intermediary is an individual or company with a business interest in staying between one company and its customer. Good intermediaries can provide access…
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Jacob Cass interview
Jacob Cass travels the world with his wife and his laptop creating inspired design work for grateful clients along the way. We all have been given the advice: “envision a life that you would be proud of, and then take steps to make it happen.” It’s meant to be inspiring, but it is always a…
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Nick Westergaard interview
How bravery in marketing can lead the human moments in which great brands are forged. I often catch myself doing small brand reviews of commercial vehicles while in my own car; mostly small business whose truck graphics will be the most prominent billboard they will ever own. It is mostly as one would expect: a…