Brand value is a brand’s financial worth.
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Press kit for How Brands Are Built
Press kit contents About the show What makes How Brands Are Built unique? About the host How to listen and subscribe Listeners and stats Online and social Praise from around the web Reviews on Apple Podcasts Podcast artwork and logo files Download a PDF version of the press kit (fact sheet only) ABOUT THE […]
Definition of brand equity (What is brand equity?)
Brand equity is a brand’s strength or esteem; its value—positive or negative—in non-financial terms.
Our top content from 2019
Taking a look at the analytics and stats, I’ve compiled some lists of “top content from 2019″—i.e., most viewed or listened to—from 2019. In other words, this list excludes any blog posts or podcast episodes from 2018, even if they received more clicks or plays than their 2019 counterparts. Using raw page views and downloads […]
Denise Lee Yohn fuses brand, business, and culture
My final guest for season three of the podcast is Denise Lee Yohn, author of the bestseller, What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest. She’s also an in-demand keynote speaker, and has appeared on CNBC, Fox Business, NPR, and in the Wall Street Journal discussing business and branding […]
Marty Neumeier’s Brand Commitment Matrix and how it works
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.
Brand architecture beyond house of brands and branded house
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 […]
Season two wrap-up: Five themes for brand positioning
During this past season about brand positioning, I had a great time reconnecting with old peers like Miriam Stone, Tim Riches, and Erminio Putignano, as well as getting to talk to some other branding experts I’d previously only known through their writing and speaking engagements: Allen Adamson Gareth Kay Adam Morgan Laura Ries Marty Neumeier […]
Definition of brand image (What is a brand image?)
Brand image is the cumulative impression of a brand among target audiences.
The Brand Identity Prism and how it works
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 […]
Allen Adamson thinks Jerry Seinfeld would be a great brand manager
This week’s guest is Allen Adamson, Co-founder and Managing Partner of Metaforce, a boutique, hybrid marketing services firm focused on growth strategies. Allen was previously Chairman, North America of Landor Associates, and has written four books: BrandSimple: How the Best Brands Keep it Simple and Succeed BrandDigital: Simple Ways Top Brands Succeed in the Digital World The […]
Gareth Kay believes brands should show, not just tell
Gareth Kay is cofounder of Chapter, a San Francisco-based creative studio. Before Chapter, he was Chief Strategy Officer at Goodby Silverstein & Partners, the advertising agency known for work such as 1993’s iconic “Got Milk?” campaign for the California Milk Processors Board. I was excited to talk to Gareth because, while he’s a strategist, he doesn’t […]
