posted by Brad Shorr filed under Branding
My wife discovered this baffling advertisement in our local paper. Take a look -
The red credit card clearly represents Target. This is exemplary branding - you don't even need to see the word, TARGET. But the headline at the right says Best Buy. So which is it?
Perhaps the body copy will clarify.
"...We'll give you a $100 Best Buy® Gift
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posted by Brad Shorr filed under Branding
Having come from the packaging industry, I know that for many companies, the corrugated boxes they use for shipping are low on the priority totem pole.
But companies that overlook their external packaging do so at their own peril. Here's an example of how a fine brand can be crushed - along with their boxes.
I've used Cafepress for a couple years.
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Every company should have a signature. Something it's known for. A quality that comes to mind the instant a person thinks of you.Let's play Branding Word Association...What's the first company that comes to mind when you think of the following words/phrases? (If you click on the links, you'll see my responses.)Customer ServiceConsistencyConveniencePriceExpertiseQualityInnovationReliableOne-Stop ShopWhatever companies come to mind
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My friend Bob gave me some unforgettable advice long ago.Better to remain silent and be thought a foolthan to open your mouth and remove all doubt. (Abraham Lincoln)And so it goes with company names.Marketers should never underestimate the Fear of Appearing Stupid. If a company name is unpronounceable, people will avoid pronouncing it. That cuts down on
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Your company logo is important. Much more important than taglines, which we'll get into next time.By "logo", I mean the design, size, font and color of your company name, not necessarily a symbol.Why is your logo important? Because your logo is a message that is repeated over and over. Logos build brand awareness. When a
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How does someone go about picking a name for a product? Here's my recent story. Textbook? Hope not. Enlightening? You tell me ...Last week we decided to change the name of our humor blog because of confusion with the original Funny Business blog.Co-contributor George Ajazi and I discussed options via e-mail. Since we'd been
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When I worked in packaging distribution, it never ceased to amaze me how often companies overlooked the advertising power of their plain old boxes and packaging materials.Any company that ships physical products uses a variety of packaging materials--corrugated boxes, box sealing tape, packing list envelopes and mailing bags, to name a few.Most companies view packaging as an expense item and
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Want to read a book that can change your business? Read The Little Blue Book of Advertising by Jeff Woll and Steve Lance. The authors condense decades of big-league advertising experience into a blueprint for building your brand.My brand? I don't have a brand. I'm not big enough for a brand. If those thoughts run
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