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 […]
For the last year, I’ve been teaching a Brand Strategy Workshop at General Assembly. The three-hour class covers basic definitions and a range of brand-related topics like market research, brand positioning, and naming. Given the time constraint, I can only dedicate about five slides to brand architecture—barely enough to cover the basics of what’s arguably the most complex […]
Brand experience is the totality of all sensations, feelings, thoughts, and actions evoked by a brand.
Brand image is the cumulative impression of a brand among target audiences.
Brand identity is the cumulative expression of a brand to target audiences.
In 1996, Jean-Noël Kapferer aimed to conceptualize what he considers the six elements of a brand’s identity. The Brand Identity Prism works as a diagram to help us understand these elements and how they relate to one another. Together, Kapferer argues, the elements help businesses build strong brands, which in turn helps them communicate clearly and transparently […]
Brand strategy is an articulation of the ideas upon which a brand is built and/or the plan for systematically expressing those ideas through identity and brand experience(s).
“Professional namer.” Yes, it’s a real job. In case you’ve ever been curious what it’s like to do this job, we’ve pulled some of the web’s best articles by and/or about namers and the wonderful, weird world of brand naming.
Trademarks are a consumer protection mechanism, ensuring that customers don’t mistakenly acquire an item because it bore a confusingly similar mark to another product. This is a twist on the other IP forms, which benefit the items’ creators.
Search online for “what makes a great brand name” and you’ll find plenty of strong opinions. We’ve compiled and organized a list based on articles, agency blog posts, naming guides, and even books about naming. We’ll update this periodically, if new items or sources are found.
Erminio Putignano of PUSH delivers a 30-minute keynote presentation at Pause Fest, delving into the potential implications for brands operating in the Trump era.