Building a powerful brand from scratch – An exercise
Let’s make up a brand. Yes, build a brand from scratch. Because you may not really have one. Oh, you may have
Author: Michael Van Ausdeln
A 20-year veteran of the branding wars, Michael improves brands from companies both big and small. The focus is always on being different and better than your competition. Because, otherwise, you don't offer a true choice.
If you need help with your brand and marketing, look nowhere else. And read on.
Creating a brand website with strategy: An update
It’s been a long time since I posted something new – which, at least for me, is a good thing. In brief,
Outside-in marketing: A rarity
Outside-in marketing is logical. You don’t like someone not understanding your point of view. Prospects don’t like it when you don’t understand theirs.
4 Hazardous Branding Traps for Banks
Brand is the only way for banks and credit unions to differentiate. The common branding traps and how to avoid them when building (or rebuilding) your brand.
The strangest TV spot: Bud Light Seltzer
The strangest – and most confused – TV ad on the air is the Bud Light Seltzer spots. Unlike Corona, Bud Light doesn’t understand its brand meaning.
Brand positioning: It is about who you aren’t for
Saying who you are not for is just as important as saying who you are for when brand positioning. Otherwise, you don’t present yourself as a true choice.
Why brand identity is not enough for you
Brand identity is not brand. It represents the brand. The brand is meaning, fulfilling a brand promise and identifying your target audience.
Losing customers: The crucial importance of brand consistency
Lacking brand consistency is telling a lie. You promise one thing, then do another. Kinda like the rigged appointment of Mike Richards as “Jeopardy!” host.
Don’t overthink it: Ad marketers going bad
Ad marketers too often overthink it. Cleverness never works while simplicity and directness do the trick. Apartments.com, a case study in overthinking.
The four most crucial brand research steps
By following these four steps, you actually use brand research to improve your bottom line. Define your brand. Create preference. Own a true mission.