Branding

Branding often gets a bad rap in business. While some see a brand as simply a collection of colors and a logo, others view brand work as a “nice-to-have” that’s too touchy-feely to deliver tangible value. Yet as consumers, we are far less dubious about the impact of quality, strategic branding. We need only to look to household names like…

Great news: you've just been given the go-ahead to complete a new brand identity for your company (fist bump). Now it's time to get a plan in place to launch the brand. Seasoned brand teams will tell you that a lot of time and energy goes into launching a brand. Months of focus groups, surveys, R&D, messaging revisions, and market…

In the post-pandemic era, many companies have been launching new brands or brand campaigns by starting with their website. It makes sense, as many companies have turned to digital or online methods. However, it is often planned without considering how and where this update could impact other business areas. The rest of the brand work quickly follows but is not…

All across Australia in 2011, something strange was happening: individual names were popping up on Coke bottles where the company name usually went. They were on billboards of Coke bottles, too, and on television ads. In fact, if your name was one of the 150 most popular in Australia, you were likely to spot yours on a Coke bottle —…

Every company has a brand. But there’s a difference between simply existing as a brand and really putting your heft into a clear brand identity. A solid brand identity tells a strong story about your brand and paints a clear picture of your company. It’s what will turn potential and occasional customers into avid fans. So what is this magical…

In moments of uncertainty, growth is the key to establishing strategic distance from competitors. Julien Boudet, Marc Brodherson, Kelsey Robinson, and Eli Stein, McKinsey & Company In uncertain times, it can be hard to know where to invest your budget. One place to do so that you might not be thinking about? Your company’s brand.  A brand is not just…