You probably saw the news: On November 4, 2019, Facebook announced its “new company brand,” which it created in efforts “to be clearer about the products that come from Facebook.” This decision has corporate brand strategy implications, as well as brand architecture and design implications. Reactions to the move have been mixed, and it’s difficult […]
Part one of this two-part series examined the origin of David Aaker’s Brand Vision Modeli and three of its components—the brand essence, core vision elements, and extended vision elements—represented by concentric circles (or ellipses) in the center of the model. Below the concentric circles sit a second, key piece of the model: four brand […]
In his 1995 book, Building Strong Brands, David Aaker introduced his now-famous Brand Vision Model. Originally dubbed the “Brand Identity Model” it’s now commonly referred to as the “Aaker Model.i” All three of these names—Brand Vision Model, Brand Identity Model, and Aaker Model—refer to the same framework, which is explained in this two-post series. In […]
A public relations crisis can ambush a business at any time, entangling it with some pretty sinister repercussions. Social media backlash, enduring embarrassment, and a reputation in ruins can add up to catastrophe. In an instant, brand reputations painstakingly built over time—and often at great expense—can be diminished beyond repair. Let’s face it: In today’s […]
Looking for great audio content about branding and brand strategy? Google “branding podcasts” and you’ll find a few lists out there (see below). And while many of these podcasts provide great background information for those of us in the branding industry, only a handful are truly about branding—many are about advertising, digital media, content strategy, graphic […]
Marty Neumeier is known for writing branding classics like The Brand Gap and Zag. In his 2016 book, The Brand Flip, Neumeier introduced his Brand Commitment Matrix, which he describes as a “basic contract” brand owners can create between their company or brand and its customers.
The world is growing increasingly complex and fast-paced, and technological improvements enable more and more companies to master the basics. Replication is becoming increasingly easy as the sameness of more products and services makes differentiation more difficult. Fortunately, brand-inspired customer experiences can help mitigate these effects. What are brand experiences, exactly? Brand experiences are […]
No, it’s not a can of beer. Not an energy drink. Not seltzer, even. It’s water. What does it taste like? Water. My wife endured a few days of my gleeful anticipation after exchanging a few dollars and my eternal soul (seriously) for two boxes of Liquid Death, only to discover after her first […]
Every month or two, I publish a newsletter with branding news, updates on the podcast, featured blog posts, and branding tips and tools. If you’re not already getting the newsletter, sign up here. The most recent newsletter featured the six stories below. Target has launched a new private label brand named “Everspring” for “clean and natural,” sustainable […]
I hear this phrase a lot from creative people: “I have one ‘crazy’ direction. They [the client] probably won’t pick it.” I sometimes wonder what would happen if the client did pick it. Shouldn’t all directions you present be suitable for the client in one way or another? Of course, one direction can involve more […]
A brand audit is a comprehensive examination of a brand across all its touchpoints.
As branding professionals, we want more than our customers’ money—we want their loyalty. We want them to fall in love with our brand. Ideally, we’ll create such a strong relationship with customers that they’ll stick with us—with our brand, I mean—in good times and in bad, in sickness and in…you know the drill. What’s […]