To build and market your brand, you must make a series of small decisions—from names, to features, to furniture—that add up to send an overarching signal to customers. While some decisions may seem inconsequential, ask yourself how they contribute to the signal your brand sends.
With so many marketing books on Amazon (and elsewhere), it’s hard to know what’s essential, what’s good, and what’s garbage. That’s why I was happy to get some recommendations recently from someone whose marketing expertise I respect: Mark Ritson. Ritson teaches Marketing Week’s Mini MBA in Marketing, which I recently completed. If you don’t know him, he’s […]
Matt Egan is managing director, strategy, at global brand experience firm Siegel+Gale. With 20 years of experience in marketing and brand consulting, Matt has worked with clients like HP, GE, and Marriott. His work has taken him around the world, from the USA to the UK, South Africa, and Asia. Matt and I have worked […]
“On brand” means consistent with a brand’s image or expectations created by a brand.
Katie Klencheski is founder and creative director of SMAKK, a branding and growth studio in New York. She started her career in advertising working brands like Sony, AMEX, Catier, and Trump (yes … that Trump, and yes … we talk about it). Today, at SMAKK, she says she’s “on a mission to change consumer behavior […]
Who needs another list of the best branding books? Every year, it seems, dozens of new branding books are published. So many, one could be forgiven for wondering whether there’s really anything new to write on the subject! But then, every now and again, a book like How Brands Grow (2010) makes a huge impact, […]
Sarah Robb is a London-based brand strategist with over 20 years working at agencies like Landor and WPP. She now runs her own consultancy, Brand Lateral, teaches the Brand Strategy Academy, and speaks on topics related to brand strategy. I wanted to interview Sarah Robb partly because I’m interested in the brand education space, which […]
Rebranding is the process of updating, revising, or recreating an existing brand.
Beat Baudenbacher of loyalkaspar, a New York-based creative branding agency, describes himself as “obsessed with searching for magic in the mundane while vigorously defending the creative process against all forces of evil.” In addition to co-founding loyalkaspar and serving as the agency’s Chief Creative Officer, he’s the author of Somewhere Yes: The Search for Belonging in […]
A copyright is a type of intellectual property that gives creators specific rights to their original works of authorship
Table of contents Skip to a section in the ultimate guide to brand naming: Why brand names are important What makes a good/bad brand name? Types of brand names The brand naming process The naming brief How to generate name ideas Trademark prescreening Domain names How to present brand names Books about brand naming Websites […]
Jessie McGuire, Managing Partner at ThoughtMatter in New York, has spent over a decade working with billion-dollar brands like Kimberly-Clark, P&G, and Colgate-Palmolive—transforming them into social icons. She’s also a mother of two, a Salvadorian-American, a graduate of Pratt and SVA, and a former Advocacy Chair on the board of directors of the New York […]