How To Quickly Make A Short List

How to pick the best celebrity for your needs.

Minding Your Own Brand - Why Did The Relationship End?

Each day, customers are leaving relationships with companies at rates that rival the national divorce rate. So what can companies learn from divorcing couples that will help them retain customers?

The True Essence of a Brand

Sometimes in business we are so involved in the little things that we forget to refer back to the top of the pyramid. At the top of this pyramid is your company's brand. This is a reminder as to how important your brand is and how properly executing it illustrates its true essence.

Great Advice for Brand Recognition

How often do you meet someone and then don't remember their name after they tell you? For most of us this happens often. We need to ask again, ask around or wait till we see them again to learn their name once more. With business branding you never want this to happen. We want them to know and remember. Discussed below are ways to get and keep your brand recognition.

Coloured For Success - Subliminal Messages of Colour

The effect of colour in business communications

Where Do I Place My Logo?

We all know how important a logo is for an organization. Now once we have our logo ready, the vital question is how and where to place it?

Beyond Branding - What Your Customers Are Really Shopping For

Your brand is identified by a logo or a look, but it is ultimately a perception that rests with your customer. Words are a powerful tool for conveying brand benefits and building a positive consumer perception of your product or service.

CSX - Bullet-Proofing A Brand

Strategies on how companies can protect their brands and develop a solid crisis communication plan. One hundred and eighty years ago, the first railroad started hauling freight. That company is now part of CSX. In 2006, its 36,000 employees operated a fleet of 100,000 railcars and locomotives, moved hundreds of thousands of tons of cargo along a 22,000-mile network of track, and produced exceptional revenue and income results for its shareholders.

Does the Brand Equity Influence the Customers' Loyalty?

In light of the scientific literature and the research findings, the hypothesis that states that there is a positive relationship between brand equity and consumer loyalty is confirmed. This relationship is stronger as the level of involvement is lower. In other words, the more the brand is familiar and established and perceived by the consumer as stronger, the more the consumer will develop loyalty to it and there is a greater chance of the repeat purchase of the product

9 Keys to Building a Stand-Out Brand Identity

Brand identity is the combined effect of visual elements in your marketing materials. A basic brand identity kit consists of a logo, business card, letterhead, and branded envelope. This basic set of materials can be extended to include a website, brochure, folder, flyer, or any other professionally designed pieces.

Branding Your Business - Questions and Answers

What is branding, and why should you do it? How do you brand a company? Why has branding become so important?

Jumping on the Brandwagon - How to Give Your City a Motto Makeover in 10 Easy Steps

This articles outlines the ten steps involved in branding or rebranding a city with a succinct, positive, original, and memorable slogan. Attention is paid to the potential pitfalls that often plague sloganeering projects as well as to the marketing and branding techniques that destination marketers can use to stimulate greater tourism, unity, and goodwill. Includes several examples of successful branding campaigns waged around the country.

Business Branding for the Future

Does business branding play a significant role in your marketing campaign? Again, as in other articles, I like to begin with the philosophy behind the subject matter. This establishes the general feeling behind the need for the same.

Economic Development Marketing Tricks to Watch Out For

Anyone who knows about Economic Development Associations realizes that they are forever trying to put a good spin on things. For instance if their city is the number one city for car thieves, they will find some other statistic to plug. Such as our city suburbs have the lowest murder rate of any city in the state. In fact sometimes it is what they don't tell you which is actually very telling.

Keep Your Brand Consistent with a Brand Handbook

Your brand is your promise of value. It is often said that good brands have three primary characteristics- they are authentic, consistent, and differentiated. Of the three characteristics, staying consistent may be hardest thing to do.