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.
Brand strategy
How to launch a brand, from planning to execution
You’ve got the brand. You’ve got the logo. And you’ve got the website. But do you know how to launch a brand? It’s time to make some noise with a well-executed brand launch. You may be asking: What are the best practices for launching a brand? What could go wrong, and how can I mitigate […]
Five marketing books recommended by Mark Ritson
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 […]
Q&A with Matt Egan of Siegel+Gale
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 […]
Definition of on brand (What is the meaning of on brand?)
“On brand” means consistent with a brand’s image or expectations created by a brand.
The top branding experts to follow in 2023
Who are the top branding experts to follow in 2023? “Top” is a subjective term. Instead, I’m going to offer eight individuals who are inarguably branding experts and explain why I think they’re among the best in various categories. I’ll include those who are experts at branding on social media, those with best-selling books, and […]
Q&A with Katie Klencheski, founder of SMAKK
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 […]
Best branding books to look for in 2023
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, […]
Six branding workshop exercises you haven’t tried yet—but should
The purpose of a branding workshop is for business leaders and branding strategists to define the strategy or vision for the brand. The workshop environment facilitates collaboration, ingenuity, more off-the-wall ideas, and communication. In short, it gets everyone creative and on the same page. If you’re leading a branding workshop, the ideal outcome is that […]
The psychology behind developing brand loyalty
This post is sponsored by DesignRush. Branding is essential for the success of your business. Your products or services may be the best quality and your prices the most competitive. But when your branding is not on point, you’re losing on the customer front. Branding is what makes you stand out. It’s what makes your […]
Q&A with Sarah Robb of Brand Strategy Academy
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 […]
Definition of rebranding (What is rebranding?)
Rebranding is the process of updating, revising, or recreating an existing brand.
