A brand essence is a succinct articulation—typically three-to-five words—of the core idea(s) around which a brand is built.
Branding Strategy Insider
How to improve your naming process
In my experience, brand consultants are a contrarian lot. We agree on very little, right down to the best definition of “brand.” The high-level naming process, however, may be a rare point of consensus: create a brief, generate ideas (often hundreds), shortlist, prescreen, and present. If necessary, repeat. But as any home chef will tell […]
Why companies rebrand (Best of the Web)
A new mission, changes in underlying strategy, lack of differentiation, M&A—what are all the reasons a company might decide to rebrand? Plenty of consultants have tried to compile lists of reasons or “triggers” for a rebrand, even going so far as to create a list in infographic form.
Definition of brand architecture (What is brand architecture?)
Brand architecture is how a set of brands relate to one another.
