Yesterday, I wrote about the importance of branding. Unfortunately, we have yet to define exactly what I mean by “branding.” Branding is a process of developing the corporation’s or product’s character and image in the market. This is a simple definition, but a brand itself is a very complex machine. [Read more...]

Many people have asked me why branding is important. In a previous post, I said branding was a means of simplifying communication. Coca-cola is distinguished from other colas by its unique taste. Rather than describing for a waiter what kind of cola you want with your meal, you ask for a Coke. This is a brand. [Read more...]

Who is talking about you? Are your products reviewed on people’s blogs? Have there been any newspaper articles about your newest ad campaign? Do you overhear casual conversation about your brand in the coffee shop? There is someone out there telling your story that is not on your payroll. It’s time you figure out who that person is and exactly what you are saying. [Read more...]

Every once in a while a company needs to take a close, critical look at itself. Brand managers invest countless hours in developing an honest image to represent their product or company. Stamping the brand all over company correspondence and product launches at this stage, however, is an indicator of mediocrity. A good manager will take a moment to test their work before releasing it. [Read more...]