Category Archives for "Branding"

6 Truth, Lies, and Advertising Honesty.

I don’t comment on politics. However, the recent political dialog has certainly inspired this week’s speech on brand authenticity, honesty and truth in advertising.

In politics, the standards for lying are lower than they are in business. You can sling mud and hurl half-truths at your opponent and get away with it. He’ll simply sling it back.

In business, it doesn’t work that way. If you say nasty things about your competitors, you’ll probably get sued. It’s actually illegal to blatantly mislead consumers, and if you live in a small town, like I do, disparaging a competitor will almost always come back to bite you in the Karmic ass.

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15 Successful brands are built on beliefs. Not products.

Most people never think about the important underpinings of their brand. They just want to deliver a good product. Build the business. Make some sales. And earn a good living.

That’s understandable. But the most successful small businesses — and all the beloved, billion-dollar brands — are built on a solid foundation of shared values and beliefs. And those values go way beyond product attributes.

9 Cheap logo designs – Getting literal for little.

These days, any business owner can get a logo design online. Just answer a couple, very basic questions and voila! A week later you’ll have dozens to choose from. Most of which will be painfully literal.

If you’re in the roofing business you’ll get a drawing of the roof of a house. If you’re in the ice cream business, it’ll be a cartoon ice cream cone. If it’s the veterinary industry, it’s always a dog and a cat together in one logo.

7 Keen Footwear is a great branding case study. If the shoe fits.

Apparently, I have peasant feet. At least that’s what the nice salesgirl at REI told me…

Back in medieval Europe, peasant’s feet were short and stubby, with toes that were close to the same length. The nobility, on the other hand, had narrow, pointy feet, with toes that tapered off like an Egyptian profile.

Keen shoes branding, advertising, marketing

Keen shoes are designed to fit difficult peasant feet.

Keen shoes seem to be tailor-made for peasants. But I don’t think that’s part of the brand strategy at Keen.

I’ve purchased two pairs of Keens for work, one pair of sandals, and a pair of light hikers, and I’ve never heard anything about catering to peasants. Or fit, for that matter. All their branding efforts revolve around the theme of the “hybrid life.”

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3 The secret, missing ingredient of content marketing.

It’s the age of information, and much of the marketing buzz these days revolves around “content marketing.” Especially for business -to-business marketers, it’s all the rage.

We have YouTube videos, webinars, articles, blog posts, 24/7 Tweets, Powerpoint Presentations, Facebook updates, websites, ebooks, and white papers coming out our ears.

In many cases, it’s just too much information. Or at least, too much of the wrong kind of information.

In an effort to “push valuable content” to prospects, some internet marketers are inundating people with more and more information. And there’s something troubling about the quality of that content:

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3 Three logical reasons why brands need more emotional thinking.

In the battle between right-brained marketing people, and left-brained finance people, the left brainers usually win.

They have data, spreadsheets, and the graphs to support their decisions. We have gut instinct, intuition, and experience.

But we also have some good, empirical evidence that suggests the analytical approach really isn’t the way to go when it comes to many business decisions. Especially when it comes to branding.

6 Small brands, big attitudes. How to create an XXL brand personality

What does it take to turn a typical small business into a powerful brand? Why do some businesses — with relatively mundane products and services — take off, while others stagnate?

Often it comes down to personality. Or lack thereof.

19 Brand authenticity — Keeping it real, honest, genuine and true.

I hate buzzwords. Every time a new marketing term shows up on the cover of a book I find myself having to translate the jargon into something meaningful for ordinary, busy business people.

Lately, it’s “Authenticity.” Seems “keeping it real” has become a household term. And a branding imperative.

3 The Olympics — The world’s most powerful brand?

I love the Winter Olympics.

I got hooked as a boy when Franz Klammer made his infamous gold medal run at the Innsbruck Games, and I’ve been watching ever since. I have to admit, I even watch some of the ice skating. (But no Ice Dancing.)