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20 09, 2016

A Brief History Of Branding

Tue, Sep 20, 2016|Filed in: Bookmarks|Topics: |Comments Off on A Brief History Of Branding

From Branding Strategy Insider: Did it all start in the caves of our earliest ancestors and their sign language? Or was it in the Wild West where cowboys ‘branded’ their cattle? Or did Josiah Wedgewood invent the modern concept of branding when he marked his tableware to command a premium in the 17th century? There are many points of view on what defines the origins of branding, but in the widest sense it is as old as we people are, since it serves our human need for connection as well as distinction. And while our thinking about brands and the roles they play has evolved over more recent decades, most elements of them were there all along – they were just not being analyzed or consciously utilized. For instance, from the very early days a branded good has bestowed a certain aura of sophistication or status on its user. It just wasn’t marketed this way then, but rather sold on the merits of its functional superiority. Because most customers were more interested in factual aspects during times when their functional needs weren’t entirely satisfied yet. · Go to A Brief History Of Branding →

12 08, 2012

Branding is fear-based B.S.

Sun, Aug 12, 2012|Filed in: Bookmarks|Topics: , |Comments Off on Branding is fear-based B.S.

From Steve Pavlina: Branding, brand management, and brand strategy are rooted in fear and are completely unnecessary. This is true whether we’re talking about business, product, organizational, or personal branding. The primary aim of branding is control. But people don’t generally like to be controlled. So branding is largely done at the subconscious level; if it were done at a conscious level, people would reject it. · Go to Branding is fear-based B.S. →

19 06, 2012

Branding talk isn’t helping your company. Here’s what should replace it

Tue, Jun 19, 2012|Filed in: Bookmarks|Topics: , |Comments Off on Branding talk isn’t helping your company. Here’s what should replace it

From FastCompany: Branding is a once useful concept that's now irrelevant, argues Brian Millar. So try this: Stop talking about your brand for a month.

“Essentially all models are wrong,” said George Pelham-Box, one of the most influential statisticians of the 20th century, “but some of them are useful.” Let’s remember that branding is only a model of the way that consumers think about products and services, so by definition, it’s wrong. But that doesn’t mean it’s not useful — so long as we don’t get carried away by imagining it’s the truth. · Go to Branding talk isn’t helping your company. Here’s what should replace it →

21 04, 2012

The 20 brand archetypes

Sat, Apr 21, 2012|Filed in: Bookmarks|Topics: , , |Comments Off on The 20 brand archetypes

From Forty: Brands are a basic human social concept, and that the same patterns and ideas tend to repeat themselves over time, such that what we now consider “brands” are roughly equivalent to archetypal characters in literature, religion, folklore, mythology, etc. They’re a way for us to understand ourselves and affiliate with others, and by associating them with those common themes and characters, we can better understand how consumers connect with brands. · Go to The 20 brand archetypes →

9 03, 2012

Mastering the uncomfortable art of personal branding

Fri, Mar 9, 2012|Filed in: Bookmarks|Topics: , , |Comments Off on Mastering the uncomfortable art of personal branding

From FastCompany: Whether interviewing for a job or making a presentation, weaving a strong personal narrative could be the one thing that keeps you on top. Here are a few tips to turning on your personal branding story without turning off your audience. · Go to Mastering the uncomfortable art of personal branding →

14 11, 2011

Maximizing brand appeal

Mon, Nov 14, 2011|Filed in: Bookmarks|Topics: , |Comments Off on Maximizing brand appeal

From Derrick Daye at the Blake Project: People develop relationships with other people. Brands exist so that organizations can do the same. So, what maximizes a brand’s appeal? The same things that maximize a person’s appeal – authenticity, honesty, integrity (that is, a congruence between thoughts, words and deeds), charisma, warmth, assertiveness, approachability, passion, reliability, originality, etc. And here is the thing that makes people and brands the most interesting. Each possesses a different combination of qualities that appeals to different people at different times. · Go to Maximizing brand appeal →

14 11, 2011

Brand early, not often

Mon, Nov 14, 2011|Filed in: Bookmarks|Topics: , |Comments Off on Brand early, not often

From FastCompany: When a client is starting a business, everything is top priority, and it is often easy to think "logo" and "design" should come later. Putting aside the fact that a brand is much more than a logo, we acknowledge that there are cases in which the success of a business does not depend at all on its branding. These are typically businesses that have a proprietary offering (usually technology) that’s so strong and so unlike anything that’s come before that people will use it regardless of how it looks and makes them feel. Or, you’re a monopoly. But both these cases are rare. In most scenarios, while a business may not need strong branding to get off the ground, its chances of becoming a smash hit are greatly magnified by investing in their brand — in the form of sharp creative strategy and great design — from the beginning. · Go to Brand early, not often →

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